CASE STUDIES: ENHANCING DISTRIBUTION CHANNELS FOR AN EMERGING DESTINATION - COLOMBIA
When Colombia first entered the market in 2006 to specialise in Tourism from the UK, they had only two tour operators that sold Colombia, and this was in the form of flights only sold mainly to Colombian residents living in London. Our job was to position Colombia as a safe and secure destination with plenty to offer.
What we did:
We worked closely with the trade to educate them on the accessibility and infrastructure of the country. We hosted 3 fam trips per year including a “Tourism Mart” giving decision makers the opportunity to meet with local suppliers and key note speakers. We have hosted 22 commissioned journalists each year showcasing the diversity including adventure, dive, eco-systems, culture, architecture, luxury and fashion.
We also assisted with management of the participation of Colombia at the Destinations Holiday Shows to further promote the brand. In addition we obtained special offer flyers from our tour operator partners to distribute on the stand.
We have worked on over 18 joint marketing campaigns from 2007 – 2010, utilised the film “Love in the Time of Cholera” to host a media and operator private screening, and annually achieved 100 decision makers and press to attend a function at the Ambassadors Residence.
For the first time in history Colombia received positive media in all national publications and on BBC Fasttrack, resulting in a total coverage of £10.9 million.
In addition, there are now 56 tour operators selling escorted tours, independent tours, tailor made travel and gap travel to Colombia. We have also achieved three new guidebooks on the country. The increase in visitors to Colombia is 60% from when we first started.