Multinational road show

Client: Costa Brava

01 | Challenge

Despite being well-known as a classic summer holiday destination, Costa Brava and the Pyrenees of Girona were lacking awareness in the premium segment, especially on foreign markets. We needed to strengthen the perception of the Costa Brava as an attractive and accessible premium destination for quality conscious travelers. In order to do so, the Costa Brava Girona Tourist Board and EHRENBERG Kommunikation started a cooperation on the Norwegian and Swedish market in 2015. After a successful initial campaign, the effort was expanded to the German market in 2016. 

02 | Solution

To position the destination in the premium segment, we focused on special interest topics such as gourmet, golf and MICE. We organised a road show on the three markets where representatives of the Tourist Board as well as local gourmet chefs and other regional stakeholders from premium hotels and resorts in the fields of MICE, golf, wellness and spa presented the destination in an informal atmosphere. 

The destination was presented towards both media representatives and business contacts from the field of travel trade, MICE buying and tour operating. The road show had up to 60 attendants in each city and visited Stockholm, Sweden and Oslo, Norway in 2015 and Bremen, Köln and Stuttgart, Germany in 2016.

03 | Result

The multinational roadshow strengthened the perception of Costa Brava Girona as a premium destination in Germany, Norway and Sweden. It helped position the destination towards travel business, consumers and media and paved the way for attractive cooperation possibilities. 

Both the participants and the guests of the road shows were pleased with the set-up, as it offered an effective way to engage with local economy and organization stakeholders and media representatives from all three markets while also being a demonstrative and interesting way to get to know a new destination. As a result, the demand for the destination has increased and the perception in the premium segment has improved.

Interested in this case?

Allan Sonne Sørensen
Partner & CEO

+45 51 88 82 70