Cultural & Wellness Communications

Cultural & Wellness Communications

THE BRIEF:

On behalf of Ibiza Tourist Board, redress the “party island” image of Ibiza and instead promote it as a year-round destination, attracting a broad variety of travellers.

THE APPROACH:

LOTUS developed and implemented a six-month campaign concept ‘Learn, Explore, Enjoy’, highlighting the breadth and depth of Ibiza’s appeal. 

We focused on cultural and wellness communication pillars such as yoga, spas, learning Spanish, cooking, hidden hiking and cycling trails.

An industry and media launch event was followed by a media and trade outreach programme involving press and fam trips, industry partnerships (tour operators and airlines) and themed press releases and proactive media pitching.

RESULTS:

  • 120 features
  • 70% of coverage included key messages
  • £2 million AVE
  • Won “Best Strategic Marketing Campaign for Tourism Abroad” at the 

Travel Marketing Awards