In 2016, the City of Buenos Aires contacted Bloom Consulting with the request to measure the digital appeal of Buenos Aires and develop a strategy to promote the City as a tourism destination.
The analysis Bloom Consulting conducted using the Digital Demand - D2© software revealed that Buenos Aires was no longer one of the sole leading City Brands of South America. The number of searches performed about the City has been decreasing in the past two years, whereas the digital appeal of most other major South American Cities has been constantly increasing. We pointed out that although Buenos Aires is still the second most searched for City in South America after Rio de Janeiro, they have to take action to ensure sustainable future growth of their City Brand.
Bloom Consulting recommended the City of Buenos Aires to promote the cultural assets the City already has in order to increase their appeal. Furthermore, we suggested targeting other non-South American destinations, as those are the audiences who have been performing an increasing number of tourism-related searches directed towards Buenos Aires. Based on the seasonality in searches, we suggested implementing more promotional activities in a specific time-span.
