In 2014, we were commissioned to design and implement a launch strategy for Macedonia that was still a little-known destination on the French market. First, a destination audit identified and prioritized the various tourist products likely to correspond with the demand of potential travelers from various market segments: cultural and wine tourism, outdoor activities, city breaks etc. Then, Bloom Consulting designed a brand and messaging strategy adapted to the local market.
Following this, a group of MAPST stakeholders (accommodation providers, incoming agencies etc.) received training on the specifics of the French market to improve their ability to grow their business with the outgoing travel industry and better receive their French speaking visitors.
A holistic B2B, B2C and PR operational marketing strategy was then carried out, targeting industry decision makers (airlines, tour operators, travel agencies etc.), travel opinion leaders (media, influencers etc.) and various niche segments.
After only one year of marketing activation, the MAPST's investment into promotion in France showed it first effects. 2015 figures presented the highest increase rate in arrivals (+41,4%), overnights (+47,5%) and length of stay out of all major outbound continental European markets. Return on investment measurements showed that every €1 invested in promotion in France through Bloom Consulting generated €6 of extra spending in the destination by French holiday makers.
* Project led by Attract before merging with Bloom Consulting
