Heritage, culture and nature provide a strong foundation for a tourism destination. The next step is to decide how to present that offering, which travellers to target and which actions to prioritise to reach them.
This was the challenge facing a rural destination in Spain that turned to MADISON Travel & Tourism. The area had a range of appealing attractions and a distinctive identity, but needed to define its positioning and develop a communication plan to guide its tourism promotion.
Through a strategic consultancy project, we worked on the foundations of its brand and a roadmap to coordinate the destination’s marketing activities.
The challenge: bringing consistency to the destination’s communication
The project began with a specific need: to translate the area’s strengths into a clear, recognisable tourism proposition. This meant exploring what could set it apart from other destinations and how to connect its offering with the interests of its target audiences.
Our work focused on addressing several questions:
- Positioning: where the destination stood in relation to competing tourism offerings and which attributes could distinguish it.
- Brand identity: how to express the area’s character consistently.
- Priority audiences: which traveller profiles to target and what might motivate them to visit.
- Communication: which messages, channels and activities should form part of the plan.
These decisions would provide a shared direction for the destination’s promotion and align it with its tourism development objectives.
Our approach: from assessment to communication planning
At MADISON Travel & Tourism, we approached the project through a consultancy process that combined an analysis of the area, the definition of its value proposition and the planning of its marketing activities.
Analysing the destination and its competitive landscape
The first phase focused on understanding the destination’s starting point. We analysed its heritage, cultural and natural assets, its audiences and its positioning within the competitive landscape.
This assessment helped identify the attributes that would underpin its communication and the opportunities that should guide the strategy. The aim was to determine which assets would be most relevant to visitors and how to bring them together in a coherent proposition.
Defining the positioning and value proposition
Drawing on this analysis, we developed an overarching communication strategy that connected the area’s identity with the reasons a traveller might choose to visit.
The value proposition would serve as a reference for all communication, from brand messaging to digital content and promotional materials. With this foundation in place, the destination could present its offering consistently across its various audience touchpoints.
Developing the marketing plan and communication activities
The strategy took shape in a structured marketing plan with clear priorities. It brought together the main areas of activity and established a roadmap for implementation, with actions designed to raise the destination’s profile and attract potential visitors.
The work covered:
- Social media and content, aligned with the agreed positioning and target audiences.
- SEO, to strengthen the destination’s presence in searches related to its offering.
- Digital advertising campaigns, aimed at reaching travellers likely to be interested in the destination.
- Media and influencer activity, to extend the reach of its tourism proposition.
- Promotional materials, consistent with the destination’s identity and messaging.
The outcome: a strategic foundation for tourism promotion
The project gave the destination a defined positioning and a plan to support its marketing decisions.
The main outcomes were:
- A value proposition rooted in the area’s distinctive attributes, providing a basis for differentiating its offering.
- A communication and marketing roadmap, with clearly organised areas of activity.
- A set of priority actions aligned with its tourism objectives.
- A shared framework for aligning the brand, content and channels.
The destination now had a common set of criteria for deciding what to communicate, whom to target and how to organise its promotional initiatives. This strategic foundation enabled it to approach future activities with greater consistency and a clear direction.
Does your destination need to define its communication strategy?
At MADISON Travel & Tourism, we help destinations assess their current situation, define their positioning and develop communication plans tailored to their objectives.
Our work spans strategic consultancy through to the delivery of branding, content, media, influencer and digital marketing activities.