After the ITB Berlin fair, the Department for Tourism Promotion began announcing the new Ibiza Family Moments brand in the Spanish market with the slogan “Find the real treasure”. To do so, over the coming months, several online and offline actions will be run to spread word of this guide that specialises in accommodation, food and family activities. Andalusia, Levante and the Basque Country will be the first regions to host introductory workshops.

The first promotion campaign for Ibiza Family Moments will show authentic, safe, inclusive and rewarding experiences for all types of families to spread word of the brand, draw people to Ibiza from markets with direct flights to the island and boost sales in businesses who are members of the brand club.

Diverse and with kids aged <15

Created to strengthen the positioning of this destination within the family segment, this new product club will be promoted in the Spanish market to attract families with kids and teenagers aged 0 to 15 who wish to enjoy unique experiences in Ibiza. The actions will target mums and dads aged 25 to 40 with small kids and seeking safe and convenient experiences, as well as families with teenagers who prefer more ad-venturous activities, like water sports or walks and interactive cultural experiences. In both cases, all actions will welcome family diversity, including single parents, same-sex parents and other family groups.

Workshops and press gatherings

Mid-March, we will begin to see the first promotional actions to introduce Ibiza Family Moments to the Spanish market through workshops organised by the De-partment for Tourism Promotion in Malaga (18th March) and Seville (19th March), followed by Valencia (1st April), Alicante (2nd April), Murcia (3rd April) and Bilbao (7th May). There will also be launches for the media, including general-interest press and publications, bloggers and influencers specialising in family topics in Malaga, Valencia and Bilbao (8th May).

Online and offline advertising campaigns

Coinciding with the travel booking period in the Spanish market –an average 60 days before the holidays– we will also launch an advertising campaign with different ac-tions in the main Spanish cities with direct flights to Ibiza: Madrid, Barcelona, Malaga, Seville, Murcia, Alicante, Valencia and Bilbao.

As for online channels, SM advertising campaigns will be hired for Tik Tok, Facebook and Instagram, as well as Google and Youtube, while the offline actions will include adverts in Spanish general-interest press in cities and areas of influence where the workshops will take place, as well as press launches.