01. Intro
The brief
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02. Strategy
Brand positioning
We begin our brand journey by creating a “Manifesto” establishing the key attributes: mission, vision, differentiation, values, pillars and personality. The purpose of this document is to provide the brand with a constant long-term identity base.
Having established strong and distinctive brand attributes, we study trends and target markets to identify positioning opportunities aligned with the brand and demand. In this case, sustainability, active tourism and eco-friendly activities came at the chore of the value proposition.
However, it was also necessary to differentiate the territory from the neighboring regions, also oriented towards eco-tourism or active tourism. Therefore, we proposed to combine this approach with the concept of holistic tourism, which offers activities for physical and mental well-being. In particular, we have highlighted outdoor activities, grouped under the term eco-active destination.
03. Branding
Identidad de marca
The region of Spain where the county is located is one of the least visited in the country. Much less touristy and generally more focused on the conservation of wild nature and ancient traditions, the region is distinguished by its many thermal spots, lakes and forests where you can recharge and disconnect. Therefore, it is a destination of choice for lovers of alternative activities, in harmony with the environment.
Logo and graphic universe
The logo is the meeting point of the two territories. An opportunity to join forces under a common flag. Being the nature and natural resources of the region the differentiating basis of the territory, we wanted to create an emblem composed of organic shapes and colours that inspire a feeling of tranquility and well-being.
Therefore, we have placed in its center the figurative river that crosses the two territories and that gives them their name. It is in this center where the different elements of the territory come together and meet to form a welcoming mosaic. Sharing, encounter, harmony and tranquility, the key values of the brand in a logo full of personality and meaning.
Touristic product
We have also developed a graphic system to represent the 3 major preferential products: ecotourism, culture and well-being.
Narrative
Together with the logo, we develop the verbal identity of the territory, in the form of an inspiring and representative brand narrative. This narrative traces the origins, resources and values of the destination to reflect its unique character and provide the visitor with a clear identification of the offer.
04. Communication plan
Brand launch
Once the brand identity has been validated, we define an action plan to implement to present the brand to local actors and priority target audiences.
This 360º plan included the definition of preferred digital spaces and their segmentation by audiences. For each psychodemographic audience defined in the brand strategy, we have proposed specific communication actions, from urban signage campaigns and content marketing to the distribution of merchandising during events related to ecology, well-being and active tourism.
The new brand logo and communication plan were unveiled to the key stakeholders and press representatives at an event that took place at the International Sports Innovation Center “El Anillo” in Guijo de Granadilla.
Subsequently, the new brand was presented at FITUR, the main tourism fair in Spain, with the aim of promoting holistic ecotourism in the destination.
Presentación Marca turística Ambroz-Cáparra
Presentación Marca turística Ambroz-Cáparra
05. Digital platforms
Web design and strategy
Deployment of the brand in print media, digital media, merchandising and content strategy and web design.
Finally, we were assigned the task of translating the new brand identity to the tourist destination’s future digital platform. To do this, we first define a general content architecture based on priority products: ecotourism, culture and well-being.
