Gastro-Tourism

Gastro-Tourism

THE BRIEF:

Turn Palma de Mallorca into a year-round urban city-break destination, focussing on gastronomy, art, culture, and heritage. 

THE APPROACH:

LOTUS created a “Passion for Palma 365” PR campaign to raise Palma’s profile and focus on gastronomy as a key promotional pillar.

A calendar of themed press releases and newsletters featured media friendly angles such as “Gastronomic Palma” and “Best Rooftop Bars”.

Placing the destination’s food and beverage culture front and centre, the campaign even featured a special logo, “Passion for Gastronomy!” reinforcing the importance of Palma’s culinary scene.

Palma’s gastro tourism strategy raised awareness of the city’s diversity of offerings, from fine dining to tapas and was bolstered by gastro tourism ambassadors, two of Palma’s most renowned chefs. 

The campaign generated positive media coverage in key food and travel publications and continues to drive food-loving city-breakers to Palma.

RESULTS:

  • £2,278,140+ AVE
  • 423 features, 74% with campaign messaging
  • 854,000,000 reach of “Passion for Palma” campaign content 
  • 6.5% increase in off-season overnight stays from the U.K.