Menorca Tourism Board - "Made in USA"
This campaign underscores Menorca's strategy to diversify its tourist base by tapping into the high-potential U.S. market. By directly engaging with American media, the island aims to enhance its visibility and appeal among U.S. travelers.
A key highlight of the campaign is the organization of familiarization trips for American journalists. Between September 18 and 23, 2024, four journalists selected by the Spanish Tourism Offices in Los Angeles and New York visited Menorca to experience and subsequently showcase the island's attractions to the U.S. audience.
- American travelers seeking unique European destinations.
- Affluent tourists interested in cultural, historical, and natural experiences.
- Travel journalists and influencers who can amplify Menorca's appeal in the U.S.
TARGET AUDIENCE
About the
Campaign -
This campaign underscores Menorca's strategy to diversify its tourist base by tapping into the high-potential U.S. market. By directly engaging with American media, the island aims to enhance its visibility and appeal among U.S. travelers.
Core Theme of the Campaign -
1. Strategic Market Expansion: Menorca identifies the U.S. as a market with high potential due to its travelers' interest in diverse and unique destinations.
2. Media Engagement: Hosting American journalists allows for authentic storytelling and firsthand accounts of the island's offerings, enhancing credibility.
3. Complementary Enhancements: The campaign emphasizes the need for improvements in hotel offerings and air connectivity to better accommodate American tourists.
4. Collaborative Promotion: Working with Spanish Tourism Offices in major U.S. cities amplifies outreach efforts and leverages existing networks.
5. Timing and Exposure: The campaign's activities in September and October 2024 aim to position Menorca favorably for upcoming travel seasons.
6. Diversification of Tourist Demographics: Attracting American tourists contributes to a more varied and resilient tourism sector for Menorca.
7. High-Value Tourists: Focusing on travelers with higher purchasing power can boost the local economy and support premium services.
8. Long-Term Vision: The campaign reflects a strategic effort to establish Menorca as a recognized destination among U.S. travelers, aiming for sustained growth in this market.