Position Andorra as a summer activity destination offering a viable alternative to more well-known alpine destinations, growing visitor numbers through the traditionally quiet summer months.
As part of an ongoing comprehensive trade and PR strategy, LOTUS took Visit Andorra to the Lake District as a sponsor and exhibitor at the Keswick Mountain Festival.
Billed as the ultimate outdoors weekend, Keswick Mountain Festival is a four-day event with a packed programme of outdoor activities, world-class speakers, sporting events and live music.
Over 16,000 “adventurers” attended the festival, all looking to immerse themselves in the great outdoors. LOTUS promoted Andorra and its famed triathlon, mountain trails, via ferrata, climbing and canyoning via a branded tent, informative marketing assets and merchandise, plus interactive activities for families.
LOTUS also negotiated Visit Andorra sponsorship of the Friday night ‘Sporting Heroes’ speaker sessions comprising branding around the theatre, promotional videos shown at the beginning and end of the sessions, distribution of merchandise to ticket holders, and inclusion in all communication on the ‘Sporting Heroes’ event. This enabled promotion of Andorra as a world-class sporting destination, specifically its annual sports competitions such as the Andorra Ultra Trail, to a very targeted audience.
- Elevated level of engagement
- Visitor spikes on the Visit Andorra website post-festival
- Increased tour operator brochure requests
- Increased visitor numbers to Andorra pages on tour operators’ websites