CASE STUDIES
Positioning Spain as The Voice of Authority in UK on Sustainable Travel
LOTUS was tasked to showcase Spain’s roadmap towards a more sustainable tourism future whilst creating important dialogue between the British and Spanish travel industries. Our team employed a multi-channel campaign strategy to support the Spanish Tourist Office’s wider sustainability goals which culminated in the ideation and execution of Spain’s Sustainability Day, to position Spain as a voice of authority in the UK on sustainable travel and showcase a number of important initiatives being spearheaded by the destination.
The event consisted of a hybrid bilingual conference involving keynote speakers and panellists aiming to address the new challenges of the tourism, followed by the first ‘Spain Sustainable Media Awards’, to celebrate UK media who have helped with important narratives around Spanish sustainability in 2022.
Using our network of industry contacts, we secured 100 event attendees at a pan-European conference, (European and UK delegates) including leaders from British Airways, Iberostar, ABTA, The Travel Foundation, EasyJet, Iberia and media representatives from The Times, The Telegraph, Wanderlust and National Geographic Traveller.
Other tactics included the launch of Spain’s Sustainability Hub; a digital platform for sharing knowledge (as a lever to advance positive change) with tourism initiatives and a sustainability-focused press trip programme with strategic partners such as ferry-leader company Brittany Ferries, Spain’s network rail RENFE, and top sustainable Spanish hotel company, Paradores. The website reached the top 10# Google ranking (first-page) when searching ‘Spain Sustainability’.