By Humphrey Carter
APART from thousands of skiers in Spain, there would have been some tourists smiling in the Balearics yesterday as the sun finally came out - and just as well as the slogan for the Spanish tourist board's new global advertising campaign is “Smile, You are in Spain.” This year's 100 million pound global advertising campaign was unveiled yesterday and the Balearics can afford itself another smile as two of the key areas Turespaña wants to really push in 2005 is golf and nautical tourism.

The global campaign which targets all of Europe, the United States and China, has been broken down into five areas and is made up of 16 key marketing strategies.

Nearly half of the campaign budget is going to be spent on blanket publicity, primarily in the United Kingdom, Germany, France, Italy and the United States with China being the new market for 2005.

Primarily, Turespaña wants to boost and strengthen Spain's market image across the globe and that is where the “Smile, Your are in Spain” slogan comes in.

88 percent of the advertising campaign is going to be centred in Europe, the United States is the second target market with Asia third.
Contrary to recent publicity campaigns, Turespeña, realising that Spain is first and foremost a sun and beach destination, will be spending 50 percent of its publicity budget on consolidating the sun and beach market which in some areas has suffered over the past few years.

35 percent is to be spent on promoting city and cultural breaks, ten percent on sport and adventure holidays and five percent on the business and conference market.

Turespaña will also be co-operating in separate regional campaigns for the Balearics, Galicia, Murcia and Andalucia (Smile, Your are in the Balearics etc,) while striving to develop new tourism products for the international market.

Sailing, skiing, golf and adventure holidays are the four sports and activity markets Spain wants to push this year, especially during the low season months.

A far more aggressive and competitive approach is being taken to promoting Spanish tourism this year. Experts on the campaign will be studying marketing techniques used by the country's main competitors. Meanwhile a close track will be kept on holiday bookings in the key feeder markets, such as the United Kingdom and Germany, in order to monitor holiday trends and market demand.

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