The Minister of Industry, Trade and Tourism, Reyes Maroto, and the Director General of TURESPAÑA, Miguel Sanz, have presented a new communication strategy with the claim “Travel Safe” which is inspired by two objectives: firstly, to inform about the requirements and conditions for carrying out safe trips and, secondly, to inspire and influence the purchase intention of travelers, encouraging them to consume safe trips.
In her address, the minister emphasized that “with this campaign, we aim to position the Spain tourism brand as a leader in travel safety and help build tourist confidence so they will return to our country. Since the start of the pandemic, the travel decision-making process has been complemented by the search for health and safety measures and conditions, both in the country of origin and the destination, in addition to the inspiration, planning, and booking phases. This new communication campaign offers an official and up-to-date information service to help restore traveler confidence and security.”.
Travel Safe is a 360º communication strategy based on informative content about safety and precautionary measures, which will be developed through a microsite with information for the traveler integrated into the official tourism portal, in Spanish and nine other languages.
An interactive microsite
An interactive map of Spain will form the microsite, which will also incorporate a fully Spanish-developed application that updates information daily, including entry requirements for Spain and measures adopted by each of the Autonomous Communities. This will allow travelers to easily access all the information regarding border closures, mobility restrictions, restaurant capacity limits, and other tourist services.
The content of the " Travel Safe " microsite is presented in a straightforward manner, providing the key information, tools, and resources for safer and more enjoyable travel. It offers travelers information on all preventative measures and regulations before, during, and after their trip. The content is structured according to destination type, such as safe sun and beach destinations, safe nature experiences, and safe urban tourism; this content will be expanded over time. On the supply side, the site addresses safety in hotels, restaurants, and museums, with links to the various protocols implemented by different tourism subsectors.
The microsite will also offer official information on the measures imposed by different countries for travelers from Spain (diagnostic test requirements, quarantines)
In addition to the microsite, the owned media strategy includes a communication plan across TURESPAÑA's social media channels, newsletter distribution via CRM, and public relations activities. To reinforce owned media communication, a 100% digital paid media campaign will be launched, combining programmatic advertising, social ads, and native advertising in key European source markets. Finally, we will also work with key opinion leaders and influencers to amplify our messages.
The “Travel Safe” campaign will be launched in mature European markets such as the United Kingdom, Germany, France, Italy, Portugal, Belgium, the Netherlands, Austria, Ireland, and Poland. The campaign will run for as long as contagion prevention measures remain in place and is designed to coexist with other TURESPAÑA advertising campaigns aimed at attracting tourists.
