Mediterranean Luxe

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, 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