Ajuntament de Palma have recently presented a new tourism promotion campaign, “Passion for Palma de Mallorca”
This campaign aims to place the Balearic island´s capital city as the urban tourist destination 365 days a year.
On July 23rd, 2013. – The president of the Government of the Balearic Islands, Jose Ramon Bauza and the Mayor of Palma, Mateo Isern, gave a presentation about the new tourism promotion campaign “Passion for Palma de Mallorca “. The presentation took place in the hall of the museum Aljub Baluard.
The Deputy Mayor for Tourism and Municipal Coordination, Álvaro Gijón, also atended the event as well as the manager of the Foundation Palma de Mallorca 365 Tourism, Pedro Homar. Also in attendance was, Mallorcan Photographer Nando Esteva, the director general of Tourism, Javier Bonet and a broad representation of entrepreneurs tourism sector and private Patrons of the Foundation.
Last March, the Foundation launched the “Vacations for free” under the theme “Passion for Palma de Mallorca”, based on creativity and originality, where citizen participation and social networks were the central focus. It allowed any resident of Mallorca to aspire to become one of the six stars of the new campaign.
All together, 418 photos were uploaded onto Facebook, with 30 being selected for the voting process. 18 finalists were chosen with six winners: Fernando Coccoz, Lody Mendez, Fran Muñoz, Aina Sureda, Toni Company and Alicia Herrero.
Mateo Isern thanked all patrons and private companies that have collaborated and made the project possible.
The Mayor thanked Nando Esteva especially, due to the way he has engaged altruistically in the project.
The Deputy Mayor for Tourism, Álvaro Gijón, pointed out the what the most important part of the campaign is. Educating local people about the importance of tourism in the city. This is why the “Vacations for free” campaign was created.
The brand campaign “Passion for Palma de Mallorca” focuses on six key categories considered to be the best for the promotion of Palma as an urban destination, beyond the sun and sand.
Each of these six categories (culture, gastronomy, sports, boating, golf and shopping) is associated, with the images of Nando Esteva in a representative scenario:
- Culture: Pilar i Joan Miró Foundation.
- Gastronomy: Moll Vell.
- Sports: Bellver Castle.
- Nautical: Bay of Palma.
- Golf: Son Muntaner.
- Shopping: Plaza de la Reina.
The campaign is scheduled to take place in two phases. The first, starting this Wednesday in Palma and in the main tourist resorts of Mallorca, drawing more tourists in the high season itself.
The second phase of the campaign will run from September and will focus on the main markets: Spain, UK and Germany.
The aim is to present Palma city as a tourist destination and the demonstrate the possibilities offered by the capital, 365 days a year.
The total budget for the promotional campaign is approaching one million euros, while the actual disbursement is 40,000 euros exclusively for print and the installation of advertising. The rest is advertising contributions committed by private trustees of the Foundation, as well as the collaboration of all companies and professionals who have joined the project to promote tourism in the city.