Galicia
Destino SostibleDestino Sostible
The Turismo de Galicia Cluster, in collaboration with the Xunta de Galicia, created in 2022 a new product club aimed at integrating and enhancing the value of the region's tourism offer, as well as promoting the development of new sustainable tourism products that allow Galicia to adapt to the new challenges of the sector and maintain its leadership as a reference destination.
To develop the branding and communication strategy in this first phase, corresponding to the launch of the product club, Turismo de Galicia Cluster entrusted Torres y Carrera, who, after analysing the situation and carrying out a benchmarking, developed a 360º strategy for the creation and positioning of the new brand, taking into account two main audiences: the Galician tourism sector, which had to be trained and informed, and tourists and citizens in general, especially at a regional and national level at this initial stage.
Galicia Destino SostibleSostible
The Turismo de Galicia Cluster, in collaboration with the Xunta de Galicia, created in 2022 a new product club aimed at integrating and enhancing the value of the region's tourism offer, as well as promoting the development of new sustainable tourism products that allow Galicia to adapt to the new challenges of the sector and maintain its leadership as a reference destination.
To develop the branding and communication strategy in this first phase, corresponding to the launch of the product club, Turismo de Galicia Cluster entrusted Torres y Carrera, who, after analysing the situation and carrying out a benchmarking, developed a 360º strategy for the creation and positioning of the new brand, taking into account two main audiences: the Galician tourism sector, which had to be trained and informed, and tourists and citizens in general, especially at a regional and national level at this initial stage.
Objectives
Building a brand that positions Galicia as a sustainable tourist destination.
Making the sector aware of the importance of promoting a transition process with a more sustainable approach.
Making the new brand known among the companies in the sector, supporting the recruitment of the first members and generating sense of belonging among the member companies.
Making the brand recognisable as a quality mark and guarantee of sustainability among tourists, helping them to identify the sustainable tourism offer.
Objectives
Building a brand that positions Galicia as a sustainable tourist destination.
Making the sector aware of the importance of promoting a transition process with a more sustainable approach.
Making the new brand known among the companies in the sector, supporting the recruitment of the first members and generating sense of belonging among the member companies.
Making the brand recognisable as a quality mark and guarantee of sustainability among tourists, helping them to identify the sustainable tourism offer.
Galicia Destino
Sostible BrandBrand
The brand had to be distinctive and guarantee that the companies associated with the product club met the requirements. One of the main priorities was to create a look and feel that would inspire trust and transmit rigour.
For the development of the brand, we leveraged the Galicia brand itself, a region already well positioned as a quality destination with a privileged natural richness. The circle is the expression of eternity, which is continuous and endless. The infinity of Galicia, its sea, its land and its air, is reflected in the logo, with a format based on colour: the yellow of the sun and the ground, the green of the countryside and forests and the blue of its waters and skies.
Marca Galicia
Destino SostibleDestino Sostible
The brand had to be distinctive and guarantee that the companies associated with the product club met the requirements. One of the main priorities was to create a look and feel that would inspire trust and transmit rigour.
For the development of the brand, we leveraged the Galicia brand itself, a region already well positioned as a quality destination with a privileged natural richness. The circle is the expression of eternity, which is continuous and endless. The infinity of Galicia, its sea, its land and its air, is reflected in the logo, with a format based on colour: the yellow of the sun and the ground, the green of the countryside and forests and the blue of its waters and skies.
StrategyStrategy and actionaction plan
Various communication materials and tools were developed to train and inform companies in the sector about the creation of this new product club and its advantages.
Emphasis was placed on the need to advance in sustainable development to guarantee the continuity and future of the sector and to understand sustainability as a broad concept - not only a commitment to the environment, but also to the territory, to people, to culture and to the economy - and as a backbone element of the entire tourism offer in the region, not just rural and nature tourism.
StrategyStrategy and actionaction plan
Various communication materials and tools were developed to train and inform companies in the sector about the creation of this new product club and its advantages.
Emphasis was placed on the need to advance in sustainable development to guarantee the continuity and future of the sector and to understand sustainability as a broad concept - not only a commitment to the environment, but also to the territory, to people, to culture and to the economy - and as a backbone element of the entire tourism offer in the region, not just rural and nature tourism.
The strategy was based on thethe need to achieve institutionalinstitutional involvementinvolvement as a way of endowing thethe brand withwith prestige and credibility.
In addition, the aim was to generate a tractor effect, giving visibility to those people and companies that had been pioneers in the commitment to sustainability in order to improve their competitive capacity and their way of understanding the business.
The new brand was presented in the greenhouse of the restaurant Culler de Pau (O Grove, Pontevedra), with two Michelin Stars and a Green Star.
The event was attended by Alfonso Rueda, President of the Xunta de Galicia, José Antonio Cacabelos, Mayor of O Grove, Cesáreo Pardal, President of the Turismo de Galicia Cluster, José Ramón Bauzá, MEP and member of the Committee on Transport and Tourism in the European Parliament, and Javier Olleros, chef-owner of the restaurant.
In addition, a sectorial conference was held at A Quinta Da Auga Relais & Châteaux (Santiago de Compostela), one of the first companies to join the product club.
The conference included a presentation by Martín Barreiro, expert in climate change communication and TVE weatherman, and a round table with the participation of representatives from each of the areas of activity targeted by the product club: restaurants, accommodation, travel agencies and complementary leisure offer.
CommunicationCommunication plan
The communication plan was completed with a 100% digital advertising campaign.
Advertising campaign aimed at generating brand awareness and recognition and increasing traffic to the website to give visibility to Galicia's sustainable tourism offer developed under the Galicia Sustainable Destination brand. In this first phase, the campaign targeted Galician society. A total of 2,927,884 impressions and 15,852 clicks were achieved through programmatic advertising and ads placements on specific online travel websites and social media.
