andorra

ANDORRA

By: Olivia Llagostera - Communication Management - 09.June.2010

Background

• Located in the eastern Pyrenees Mountains• Area of 468 km2• Population of 80.000• Official Language is Catalan

Divided in 7 parishes:• Andorra la Vella• Escaldes - Engordany• Canillo• Ordino• Encamp• La Massana• Sant Julià de Lòria

• 10.2 million visitors annually - Duty free status• Important tourist destination in Europe• Major ski resorts

IntroductionAndorra’s Image at present: Skiing, duty free shoppingCreating a Communication campaign targeted to the English MarketPromote Seven Peaks of Andorra

Goals & Objectives

Objectives•Enhance Andorra’s image of nature•Create awareness of the Country•Reinforce the image of Andorra within the English Market•Making it the first choice for weekend / holiday destinations for the English Market

Goals•Promote the Seven Peaks of Andorra•Attract a new target•Promote Spring and Autumn

Strategy

To offer a unique experience of hiking the seven peaks of AndorraThose who participate receive an accredited Diploma

Seven Peaks of Andorra

Highest mountain in each Parish• Pic de l’Estanyó - 2915 mts

- 5h 25 min• Alt del Griu - 2874 mts

- 4h 15 min• Pic de la Serrera - 2913 mts

- 5h 50 min• Pic de Coma Pedrosa - 2942 mts

- 6h 5 min• Bony de la Pica - 2789 mts

- 3h 30 min• Torre dels Soldats - 2761 mts

- 8h 10min• Pic de la Portelleta - 2905 mts

- 8h 15 min

Target 1Life Stage•Age: 22 - 35•Gender: Male and Female•Income: C2 (skilled working class), C1 (Lower Middle Class), B (Middle Class)•Occupation: Students or first jobs•Nationality: British•Personality: Open mind, adventurous, experimentive•What countries do they travel to? Italy, Nepal, Africa, South America, New Zealand, India

Lifestyle•Activities: Skiing, Snowboarding, Swimming, Hiking, Rock Climbing, Running, extreme sports, Bun-jee jumping•Interests: Mountains, friends, traveling, movies•Read: National Geographic, Lonely Planet, Travel Blogs & Websites

Drivers•Nature, outdoors, difference, risk, experimentation, discovery

Target 2Life Stage•Age: 35+•Gender: Male and Female•Income: C1 (Lower Middle Class), B (Middle Class), A (Upper Middle Class)•Occupation: Anything•Nationality: British•Personality:Open mind, knowledge, new experiences•What countries do they travel to? South America, New Zealand, Canada, Switzerland, Africa, Nepal

Lifestyle•Activities: Skiing, Swimming, Hiking, Running•Interests: Traveling, the outdoors, sports and Family•Read: National Geographic, Travel websites and Blogs, the Times, the Guardian

Drivers•Nature, outdoors, difference, experimentation, discovery, challenge

SWOT AnalysisStrengths•Good weather•Wide range of activities during Summer and Winter•Status heaven, therefore attracting many tourists•Languages (Spanish, Catalan, French)•Skiing resorts

Weaknesses•Small country•During high season it gets very crowded due to tourists•Traffic jams and large circulation of people•Many construction sites everywhere - Looses its charm

SWOT AnalysisOpportunities•Promoting Spring and Autumn season in Andorra•Top destination for holidays at least within Europe•Attract new markets (English)

Threats•Not easily accessible - No airport or Trains•Many substitute destinations (Competitors)

Communication MeasuresMessageOnly country offering a tour to climb the highest peaks in a short period of time. No previous experience necessary

“Challenge yourself to a new adventure”

Tools & Actions•Press trip•Printed Advertisements•Online Communication

Communication Measures

Online Communication•Online Magazinestimesonline.com

•Websites & Blogsexodus.comTraveler magazine Blog

Offline Communication•Printed AdvertisementsTraveler MagazineLonely Planet MagazineWanderlustCountry WalkingTrail

Communication MeasuresPress TripJournalists (Magazines) Invited:

Dates & length of Press Trip•September 2010 (Autumn)•Good climate•Duration of 7 days•Sunday 5th September - Monday 13th of September 2010

Hotel Accommodation•Sports Village Hotel, Soldeu.•Southern slopes of the Envalira Valley

Lonely Planet National Geographic Wanderlust TrailCountry Walking


ProgramArrival Day - 05.09.2010•Journalists will arrive in Barcelona, Spain•A private bus will pick them up, and drive up to Andorra (3 hour ride)•Check in at the Hotel and Dinner

•Day 1 - 06.09.20109:00h Journalists should be ready to leave10:00h Begin the Trek of “Bony de la Pica” in Andorra la Vella13:00h Lunch break at the mountains15:00h Arrive at the hotel and leisure time followed by an extra activity of choice*20:30h Dinner at Pizzeria Angelo in Escaldes - Engordany

PRESS TRIP: ONE MOUNTAIN EVERYDAY

Communication MeasuresProgram

•Day 3 - 08.09.20109:00h Journalists should be ready to leave9:30h Begin Trek of the “Coma Pedrosa” in La Massana13:00h Lunch break 19:00h Arrive at the hotel and leisure time20:30h Dinner at the Hotel

•Day 2 - 07.09.20109:00h Journalists should be ready to leave10:00h Begin the Trek of “Pic de l’Estanyó” in Canillo13:00h Lunch break at the mountains18:00h Arrive at the hotel and rest20:30h Dinner at Ca la Lydia in Pal for a “menjar muntanyenc” (Typical Andorran Cuisine)


•Day 5 - 10.09.20109:00h Journalists should be ready to leave10:00h Begin Trek of “Alt del Griu” in Encamp12:30h Lunch break 17:00h Arrive at the hotel and leisure time20:30h Dinner at Pessons, located in Grau Roig

•Day 4 - 09.09.20109:00h Journalists should be ready to leave10:00h Begin the Trek of “Pic de la Serrera” in Ordino13:30h Lunch break18:30h Arrive at the hotel and relax20:30h Dinner at Cal Tonet for an “Arroç de Muntanya” (Mountain rice)


•Day 7 - 12.09.20109:00h Journalists should be ready to leave9:30h Final trek of “Pic de la Portelleta” in Escaldes-Engordany12:30h Lunch break 19:00h Arrive at the hotel20:30h Dinner at the hotel

•Day 6 - 11.09.20109:00h Journalists should be ready to leave10:00h Begin the Trek of “Torre del Soldats” in Sant Julià de Lòria13:00h Lunch break20:00h Arrive at the hotel and leisure time21:00h Dinner at the hotel


•Departure day - 13.09.2010Journalists will be driven to Barcelona in order to catch their plane.

* Possibility to leave earlier if they are not willing to hike up to the top. They can also choose not to go and extra activities will be provided for them


Extra Activities

Tobotronc Andorra•Largest mountain slide in the world with a route of 5.300 meters.

Quad Safari•Possibility to rent Quads in the mountains

Museums - Casa Rull•The most important house in La Massana•Dates from the 17th Century.•Takes visitors back in the 19th and early 20th Century when land harvest and cattle raising were the economic basis of rural Andorran society.

Sight Seeing•Andorra la Vella or any of the other 7 parishes.

Thank you for your attention

andorra

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