Tourism is one of the most important economical sectors in Spain. Several years ago the Government Department of Tourism lounched an advertising campaign abroad using the positioning propposal "SPAIN EVERYTHING UNDER THE SUN". With the performance of this Base-line there was the intention of linking the local communication strategies under an "umbrella effect". This campaign succeeded only abroad where there were global messages emitted by the Spanish Government Department of Tourism. The basis of this paper is the existing touristic advertising which shows the Spanish tourism communication frame-work as a result of three different analysis: 1. Types of messages used in the sector: * Global message * Product message to general public target * General message to specific public target * Product message to specific public target 2. Which are the integration levels within the different messages according to the geographical Spanish tourism structure: COUNTRY>REGION>TOURISTIC AREA>LOCAL DESTINATION 3. Positioning factors found out for these types of touristic offers: a. Country-side areas b. Seaside areas c. Country-side local destination d. Seaside local destination.
When considering municipal culture institutions from a public service point of view, it should be remembered that the needs of the population are infinite and that no cultural program is capable of satisfying all the segments which exist. Faced with limited municipal budgets, seeking private sector finance is very often the only alternative way of improving and expanding the public cultural offer available to the citizens. This article explains the conceptual model that the Cultural Department of Barcelona City Council has used to develop its strategy to capture private sector funding for its cultural programs. The basis of the model is the existing cultural program, evaluated in terns of its communication characteristics for the sponsoring company. This allows a segmentation of the firms potentially interested in cultural sponsoring to be made. In addition, the most attractive associated benefit packages for each situation type can be designed. The second part of the model explains the development of the communication plan used to capture the potential sponsor market with its new focus on specialised offers.
This paper explains the information system used in devising the marketing plan for Spanish tourism and adjusting the global marketing strategy to meet future needs. Because the objectives of the marketing plan for Spanish tourism were to: design a global strategy which would make it possible to set priorities for resources and markets, devise the marketing-mix strategies and plans for action, establish a system for allocating funds for promotional activities, we considered it essential to develop an information system which would permit us to meet these objectives.