The Granada Tourism Board, represented by Spanish PR agency Alfabetiko, sought to promote the destination of Granada in alignment with the inaugural direct flight by Transavia from Amsterdam to Granada on 30 September 2024.
The key objectives were to:
Raise awareness among Dutch travel agents and MICE (Meetings, Incentives, Conferences, and Exhibitions) organizers about the direct flight and Granada’s attractions.
Showcase Granada as a compelling destination for tourism and MICE activities.
Strengthen partnerships between the Granada Tourism Board, Transavia, and Dutch travel trade professionals.
To achieve these objectives, Alfabetiko and Baltus Communications devised a plan to host a targeted event that would:
Collaborative Planning:
Alfabetiko collaborated with Dutch PR agency Baltus Communications, leveraging their in-depth knowledge of the local market to ensure the event resonated with Dutch travel trade professionals and MICE organisers.
Event Coordination:
The breakfast meeting was held at the iconic Apollo Hotel in Amsterdam. Invitations were extended to a carefully curated list of 25 travel agents and MICE organizers, ensuring relevance and exclusivity.
Engagement and Incentives:
A raffle for two complimentary Transavia tickets to Granada was organized to incentivize attendance and participation.
Extensive media engagement led to coverage in the top three Dutch travel trade publications: TravelPRO & TravMedia & Travelution
Coverage prior to the event to generate anticipation.
Post-event articles amplifying its impact and reinforcing key messages about Granada and the direct flight.
Media partnership included prominent coverage in TravMagazine, the leading travel trade publication in the Netherlands.
Through strategic collaboration within the Travel Lifestyle Network, Alfabetiko and Baltus Communications effectively launched the new Amsterdam-Granada flight route. The event not only showcased Granada’s appeal but also fostered valuable connections, setting the stage for increased tourism and MICE activities in the region.
