In the island’s new promotional campaign, which will have a budget of 400,000 euros, Mallorca will be promoted as a tourist destination through the channels of the audiovisual group Discovery
As reported by Catalina Cladera, president of the Consell de Mallorca, the efforts to promote Mallorca as a tourist destination will be focused in the coming months on actions that present the sports offer on the island through the main sports thematic channels in Europe, like Discovery, Eurosport 1 and 2, specific channels for golf, cycling and horse riding.
With a budget of 400,000 euros, the campaign will consist, among other initiatives, of an advertising spot starring Rafa Nadal that will be broadcast from May to November during the best sporting events of the year; the distribution of novel material to show Mallorca as a safe, sustainable and sports destination; the broadcast of sponsored content about sport in Mallorca; cycling videos, with the support of the Global Cycling Network; content on Discovery Golf; promotion of the quality of sports facilities in Mallorca, such as the Rafa Nadal Academy; and a special sponsorship plan for the Nordic countries through Discovery, in Scandinavia.
In the presentation, Cladera stated that the Mallorca Tourism Foundation is working to transmit a safe and sustainable image of Mallorca to have a progressive and safe de-escalation and a restart of the activity: “We want to convey to the whole world that our greatest attraction now is that we are a safe destination and with this first great promotional action we contribute to generate an illusion that many of us have, which is to travel again”.
From this campaign, 25 million impacts are expected on the target audience of the channels, which 70% have expressed the intention to travel as soon as possible, according to François Ribero, vice president of the international chains group.
Sports tourism, especially cycle tourism, has contributed to improving tourist seasonality in Mallorca in recent years and is presented as a lever to reactivate the industry at a time when travelers demand open spaces, outdoor activities and healthy proposals.