Faro Enriching our city brand
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establish a strategy to value our identity1 st Step evaluation supported by studies and similar work / statistical and qualitative analysis / tourists, visitors and residents surveys ensure target groups valuing and promoting Faro evaluating our image identity elements to support local Branding diagnosis, assessment and systematization /positioning goals in creating branding choosing the best elements to communicate our attractions, aiming a greater notoriety agreement on the main axes of psitioning, affirmation and communication Goals / Branding Strategy / Positioning Strategy of our products according to target groups
2 identity programing the Territorial Marketing Iniciatives nd Step elements to support local Branding agreement on the main axes of psitioning, affirmation and communication Goals / Branding Strategy / Positioning Strategy of our products according to target groups Information and media available valuing and promoting Faro evaluate Resources Database SWOT analysis of resources /Products definition Marketing Strategy evaluate and prioritize markets and target customers segmentation matrix products / costumers Communication Plan and means of communication Program of Marketing Initiatives and Communication
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Valuing and Promoting Faro Which feature better represents us? What sets us apart from the rest?! To structure the supply and defining messages / contents to be used in our communication and promotion strategies To program and complete marketing actions Branding Marketing Plan Actions Program
How to promote tourism in FARO value our particular features present Faro gain loyalty through experiences attract visits and overnight stays
Working on attractiveness Identity= Image= Brand Appeal Notoriety Excellence of products and services
Working on loyalty Seduce, charming Gain criteria and relevance Attractiveness By content Be recognized Be creative Causing emotions Surprising
Tourists Surveys Preferences Sinalética Direcional Limpeza do espaço Espaços verdes Segurança Alojamento Informação Turísticas Vida noturna e Atividades Desportivas Praias Restaurantes, cafés e Lojas e oportunidade Parque Natural Oferta de eventos Património Histórico e Security and Cleaning Heritage Exc. Bom Suf. Mau 70% 60% 50% 40% 30% 20% 10% 0% Motivation Cultural 0% 20% 40% 60% 80%
Residents Surveys Faro s attributes Encouraging the visit Atividades /Infraestruturas Serviços Públicos Aeroporto Espaços verdes Atividades desportivas Universidade Cidade Jovem Vida noturna e Zonas Rurais Praias Alojamento Gastronomia Restaurantes, cafés e bares Lojas e oportunidade de Parque Natural da Ria Oferta de eventos culturais Património histórico e 0% 20% 40% 60% 80% 100% negativo positivo Food and Shopping Atividades Serviços Públicos Aeroporto Espaços verdes Atividades Universidade Cidade Jovem Vida noturna e Zonas Rurais Praias Alojamento Gastronomia Restaurantes, cafés Lojas e Parque Natural da Oferta de eventos Património histórico 0% 20% 40% 60% 80% negativo positivo Food and Shopping
Attractors SWOT Analysis Nature Park Cultural heritage Accessibility Centrality Hospitality Commercial offer Lack of information Unprompted attractors Image not corresponding to the existing attractors Difficult beaches access Reduced hotel supply Lack of public transport To many individual marketing initiatives National Strategic Plan for Tourism (PENT) Take advantage on the growing interest on city-breaks and urban tourism trend Opportunity offered by low-cost companies Faro s leadership as region s capital Competition from other destinations and cities Lack of investment in high quality products and services Increased tourism supply from other cities Overlay of the Algarve brand ( sun and beach) above the Faro's potential
Desired results Be recognized Constructing experiences Generate more business, more profit and more jobs Attract more visitants and more tourists
Strategic Guidelines Identity Differentiation Visibility Affirmation
NATURAL heritage
HISTORICAL heritage
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