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Title: Campanya de place branding per a la marca turística Terres de l'Ebre, Reserva de la Biosfera, un territori de gran valor natural i humà
Author: Arnal Gas, Anna
Tutor: Martín Guart, Ramon Francesc
Keywords: place branding
territory brand image
branding strategy
Issue Date: 14-Jan-2021
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: Designing a place branding strategy, based on a tourist destination identity, and devising a territory brand image, i.e., assigning some values and attributes to make the destination win fame and its own personality, are essential in communicating a destination. Thus, we could boost all the aspects that generate a unique identity to the territory, in order to generate a competitive advantage, to differentiate it from other destinations and to remain in the target audience's mind. To be able to find that, we should consider the destination internal audiences' opinions and interests: inhabitants, opinion leaders or investors, as well as the needs of development of the territory. Nowadays, advertising and marketing have been forced to change, because, on the one hand, there is a situation of publicity overflow, and, on the other hand , new media channels have appeared, media that allow users to become content creators, communicate directly to the brand and take an active role in its promotional actions. Not only marketing strategies have been transformed, but the demands of society and tourist profiles have also changed. Currently, the target audience choose one destination or another one depending on the real experiences that this destination can offer them, and they want to feel like as if they were the main character of the trip and the communication activity. Therefore, this paper tries to extract intangible elements which take part in the Terres de l'Ebre territory brand image, from the study of internal audience identity and the analysis, at demographic and psychographic level, of the target audience that visit the area, as this is the only way to devise an effective branding communication. From this previous investigation, it also seeks to define the best strategies to catch the audience's attention, generate a creative concept and a slogan that the brand can use in all its communication activities and conceptualize some branding actions.
Language: Catalan
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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