1. MARKETING SPAIN IN
TIMES OF AUSTERITY
SOCIAL TRAVEL MARKET

2. INDEX
1. Ten commandments of country branding
2. Spain’scurrent marketing strategy
3. I needSpain: ouradvertisingcampaign
4. Brandedcontent
5. Brand ambassadors
6. Online strategy
7. What comes next?

3. TEN COMMANDMENTS
OF
COUNTRY BRANDING

4. Ten Commandments of Country Branding
A COUNTRY IS A BRAND…
In fact, people are brands as well
1

5. Ten Commandments of Country Branding
…BUT A COUNTRY BRAND
IS OWNED BY CONSUMERS,
NOT GOVERNMENTS
Surprise, surprise!
A brand is what your customers
think of you
2

6. Ten Commandments of Country Branding
CREATE A
LONG TERM STRATEGY
No strategy, no results
3

7. Ten Commandments of Country Branding
DIFFERENTIATE
FOCUS ON 1 OR 2
MAIN FEATURES ONLY
Avoid trying to sell
everything to everybody
Segment, Target, Position 4

8. Ten Commandments of Country Branding
FOCUS ON EMOTIONS
From USP to ESP*
Become an emotional country Brand
(Brazil, Italy, Spain)
Unique Selling Proposition
Emotional Selling Proposition
*TMRaul Peralba
5

9. Ten Commandments of Country Branding
CREATE A STORY
Storytellingis the most powerful
way of communication
6.1

10. Ten Commandments of Country Branding
CREATE A STORY
In a visual world, words are more
powerful than images
6.2

11. Ten Commandments of Country Branding
CREATE A STORY
Forget logos (people don’t see logos)
and turn slogans into anthems
6.3

12. Ten Commandments of Country Branding
CONTENTIS KING…
Inspire people to create
your own content:
UGC* are the new ads
*User Generated Contents
7

13. Ten Commandments of Country Branding
…BUT ONLY RELEVANT
CONTENT IS KING
Communicate only what interests
your audience
From push to pull
strategies 8

14. Ten Commandments of Country Branding
DIGITAL MARKETING IS NOT
AN OPTION, SOCIAL MEDIA
IS NOT A TREND
Design a 360°, seamless
on-off campaign
9

15. Ten Commandments of Country Branding
IN TIMES OF SCARCITY
BIG IDEAS REPLACE
BIG BUDGETS…
THINK OUT OF THE BOX!!
10

16. Spain’s
current marketing
strategy

17. Spain’s current marketing strategy
THE CHALLENGE
HOW TO COMMUNICATE
A RELEVANT MESSAGE
TO A FRAGMENTED AUDIENCE
IN A SATURATED ENVIRONMENT
WITH LIMITED RESOURCES?

18. Spain’s current marketing strategy
STORYTELLING

19. Spain’s current marketing strategy
I NEED SPAIN
A MESSAGE THAT COMES FROM THE
CONSUMER: IT FOCUSES ON THEIR
PERSONAL EXPERIENCES & STORIES

20. Spain’s current marketing strategy

21. Spain’s current marketing strategy

22. We also invested
in co-marketing

23. Co-marketing and strategic partnering

24. BRANDED
CONTENT

25. Branded content
ZINDAGI NA
MILEGI DOBARA

26. Branded content
MTV
FIX YOU

27. BRAND
AMBASSADORS

28. Brand ambassadors
REAL MADRID

29. Brand ambassadors

30. Brand ambassadors
SPANISH NATIONAL BASKETBALL TEAM

31. Brand ambassadors

32. Brand ambassadors

33. Brand ambassadors

34. ONLINE
STRATEGY

35. Online Strategy
USER GENERATED CONTENT
SPAIN ADDICTS

36. Online Strategy
www.ineedspain.com

37. Online Strategy
UK

38. MULTIPLATFORM,
MULTICHANNEL STRATEGY

39. Multiplatform, multichannel strategy
SOCIAL
NETWORKS

40. THE FACEBOOK TRAP:
HIGH VOLUME,
LOW ENGAGEMENT

41. Multiplatform, multichannel strategy
UK:
Focus on
engagement
SOCIAL
NETWORKS

42. Multiplatform, multichannel strategy
APPS
iSpain
+
IneedSpain

43. Multiplatform, multichannel strategy

44. WHAT COMES NEXT?
FROM CMO TO CCO (CHIEF CONTENT OFFICER)
FLASHMOBS
GUERRILLA MARKETING
BLOGGERS

45. MAKING THE MOST OF
SOCIAL MEDIA

46. YouTube
Original viral video:
http://youtu.be/phB5gSD7
-10
Burger King makes the
most of it:
http://youtu.be/d4j1BBo
R_Bw

47. Facebook
Someone named Thomas Cook is not happy with the burden of the name, and
contacts Thomas Cook the tour operator through Facebook…
Thomas Cook Lowcostholidays jumps in
neglectsanopportunity by and makes the most of it
notadapting
Thomas Cook in Paris, finally
“Lowcostholidays scores a social
media coup, while Thomas Cook
scrambles to respond”, Tnooz
October 17, 2012

48. SOCIAL NEWS HUB
www.spain.info/uk/socialnewshub

49. ¡MUCHAS GRACIAS!
Find us at:
@Spain_inUK
www.facebook/SpaininUK
www.spain.info/uk/socialnewshub
www.ineedspain.com
www.spain.info
www.youtube.com/spain