Fundació Destí Menorca
Destinations

Menorca Magazine 2009 and Adverts

Background:
Minorca is often referred to as “Majorca’s little sister”; by and large, it is quieter and more relaxed, the reason why it is particularly loved by families with small children. Also, for the German holidaymaker, Minorca is primarily associated with the typical sun and beach holiday. In line with a strategy for sustainable holidays, new products for walkers, cyclists and riders are outlined at the moment, as well as efforts to bring Minorcan culture and history of the island closer to the holidaymaker.


Task:
The aim is to change the image of Minorca in Germany towards that of a multi-faceted destination with a lot to offer. Activity themes such as walking, cycling and riding as well as Minorcan culture and history are emphasised. The most central concern in doing this is to boost individual or near-individual travel beyond the package-holiday segment. Furthermore, the interest of a new target audience is to be aroused, clearly directing visitor streams towards the low season – which lends itself to activity breaks.


Target Group:
DINKS, WHOPS, LOHAS, possibly also families

Solution:
To achieve an integrated communication within the industry, the approach will be made on three crucial levels (tour operators, travel agents, consumers). Marketing measures in Germany will cover a long period of time, with the first measures already in place:

Consequently, the relationship with German tour operators has been intensified, Minorca’s presence in the travel catalogues increased, and attention drawn more emphatically to new products of the island. At the same time, this development was communicated to the trade press as well as to travel agencies using specially designed information leaflets.

For the end consumer, a 24-page magazine was produced which conveys the whole idea of holidaying in Minorca by means of a sound journalistic approach and modern layout. Large-scale photographs invite the reader to dream; concise practical information helps when planning a holiday. A response element including a prize draw gathers addresses for future direct-marketing campaigns.



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