The Brief
- Air hubs and capital cities of northern Europe account for too great a market share and overshadow secondary regions from the Mediterranean side of Europe
- The tourism assets along southern Europe and the Mediterranean coasts are less known to Asian consumers
- Overseas National Tourism Offices also wish to promote suburban cities to even out over-tourism in the capital cities, and also to encourage repeat visits
- Asian travelers prefer a multi-destination trip to optimize their time in far-away Europe
The Strategy
- Conceptualizing and promoting a multi-destination luxury voyage along the Mediterranean
- Collaborating with official national and municipal tourism offices to create the joint campaign
- Offering a joint web-platform
- Creating a trade event targeting the Asia region’s luxury travel agencies, leveraging on ILTM Asia Pacific
- Promoting extensively on the novelty of the Mediterranean campaign through press exposure
- Highlighting the feasibility of a multi-destination holiday through transport and hotel partners
The Results
- Spain, France, Monaco, Catalunya, Avis and Turkish Airlines pioneered the first edition in 2018. They were joined by Italy, Croatia, Kuoni Global Travel Services, The Leading Hotels of the World and RailEurope in 2019
- A dedicated website for Mediterranean Luxe http://mediterraneanluxe.asia, highlighting the cultural and touristic assets which the Mediterranean region can offer
- Two itineraries created in conjunction with Kuoni that can be utilized and sold by travel agents
- 2019 combined media PR value: $100,000
- More partners and sponsors joining every year (6 in 2018, 11 in 2019. Malta, Greece and Slovenia to join in 2020)
The Event
