THE CLIENT : PROEXPORT COLOMBIA

TOURISM, FOREIGN INVESTMENT AND EXPORTS PROMOTION

THE MISSION After 15 years of absence of the French market,

Re launching of the destination…

OUR AGENCY ACCEPTED THE CHALLENGE

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PROEXPORT COLOMBIA

Relaunch Colombia as a « tourism destination » on the French market

Promotion of the main campaign:

Dates of the campaign: May 2008 - 2012

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Goals S4

Stakes S5

Solutions S6

Promotion BtoB S7

Public / Press Relations S8

Events S9-13

Results S14-16

Examples of publications obtained S17-27

TQC Agency S29-32

Goals

B to B:

› Re launch Columbia through the main French Tour Operators

› lobbying with airline companies departing from France and flying to Columbia

B to C:

› Adapt the baseline « Colombia, el riesgo es que no queria volver » to the French

market « Colombie vous ne voudrez plus en repartir »

› Introduce Columbia as a safe touristic destination, ready to welcome French

tourists

› Communicate on the activities and touristic experiences offered by the

destination

› Generate traffic on the website www.colombia.travel

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Stakes Encourage tourism in Columbia and bring it back to a world class tourism

destination

To change the misleading image that Columbia had for many years

To encourage an associative travel security mission including official and diplomat

meetings to review the Travel Warning, allowing French citizens to visit the country

according to the actual situation.

« L’amélioration des conditions de sécurité fait qu’aujourd’hui, les principales destinations touristiques de Colombie sont accessibles aux visites (…) La sécurité s’est considérablement améliorée dans de nombreuses zones du pays au cours des dernières années». France Diplomatie

Solutions: 3 expertises3 expertises  

360°

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Promotion B to B Key message of the campaign : « La Colombie, vous ne voudrez plus en repartir »« La Colombie, vous ne voudrez plus en repartir »

Official presentation of the destination to main tour operators and medias - at the

Colombian Ambassador’s Residence in Paris

Organization of 2 fam trips for the product managers of the main French TO’s.

Organization of 1 fam trip for members of ATR ( Association du Tourisme Responsable)

Invitation to ANATO travel trade exhibition ( March 2010 and March 2011) for trade and

media

Organization of Colombia presence at ILTM Travel trade fair in Paris in September 2009 and

2010.

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Public / Press Relations

Conception of a press kit and a quarterly newsletter

Conception, mailing and follow up of monthly press

releases

Organization of a press conference for the Tourism

Authorities

Newsletter Online

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EventsEvents Distribution of 100 000 Columbian roses in the streets of Paris, the 14th of July

2010 

Organisation of events :

› at the Columbian Ambassador’s Residence in Paris to thank French tourism

professionals as well as the medias

› In “Les Salons du Louvre” during ILTM for travel agents, TO’s, and media

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Invitation for the Salsa Party Invitation for the Salsa Party organized for Proexport Colombiaorganized for Proexport Colombia

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Invitation for the official opening of the Invitation for the official opening of the Proexport Colombia Offices in ParisProexport Colombia Offices in Paris

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100 000 roses offered to Parisians and visitors in Paris 100 000 roses offered to Parisians and visitors in Paris on the 14th of July 2010on the 14th of July 2010

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Booth at ILTM in Booth at ILTM in ParisParis

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ResultsResults 21 Tour Operators have confirmed the featuring of Columbia in January, 1st

2011

203 articles dedicated to Columbia, touristic destination to be discovered on the main

national medias: Le Nouvel Observateur, Le Point, Le Monde,…

One National television : 8 millions watchers; and one National radio

Nearly 30 millions of readers, listeners and viewers sensitized

3,5 million Euros in 24 months: estimation of the value of widespread media cover

Continuation of the mission of the agency TQC until 2012 to come along with the

creation of a Parisian desk of PROEXPORT

Mission dedicated to the promotion of tourism and investment

PR campaign

Extension to social networks

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25 medias discovered Colombia during press trips, (15 individuals and 2 groups)

Negotiation of complimentary tickets, hotels and DMC services

Writing, mailing and follow up of 10 press releases and 10 bimonthly newsletters

Number of French visitors for the first semester 2010 : + 5 % compared to 2009

Coordination of the first participation to the International French Trade Market (IFTM) in 2009

- organisation of BtoB meetings and interviews on the Stand

Results (Part 2)Results (Part 2)

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Publications Publications Professional Professional

presse - tourismpresse - tourism Le Quotidien du Tourisme FAQ le Quotidien du Tourisme Tour Hebdo Pros du Tourisme Voyages et stratégies, …

Publications Professional press - Publications Professional press - investmentinvestment

La TribuneLa Tribune Les EchosLes Echos Commerce International, …Commerce International, …

Publications Publications Consumer pressConsumer press

Le Monde Le Point Grands Reportages L’Est Républicain Lonely Planet Désirs de Voyages La Voix du Nord Le Nouvel Observateur L’Est Magazine Ulysse Marie Claire Maison TF1 France Inter A nous Paris, ...

Professional Professional WebsiteWebsite

Pros du Tourisme

WebsiteWebsite

La tribune.fr

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Who we are ?Who we are ?

 

 TQC is a Marketing and Communication agency specialized in Tourism, with almost 20

years of experience on the French market. 

Our business : 

Helping our clients to take centre stage and ensuring that their message is carried far

and wide to professionals in the tourist industry, the media and the French public

Creating tailored communication, promotional and marketing campaigns. 

Discover our full range of services in the fields of Press Relations, Public Relations,

Marketing, Sales and Promotion, in addition to our services specially designed for the

Social Media.

Our key strengths: 

 - Proximity: an agency which is neither too large nor too small, guaranteeing a close

working relationship with our clients, the media and professionals.

 - Creativity: a constant source of new ideas, new contacts and new opportunities. 

 - Enthusiasm: we enjoy and are totally committed to our work, along with all of the

surprises and experiences it brings us.

Our best “business card” is the success of our clients in the French market and their

precious loyalty.29

Foreign Tourism Offices

•Dubai Department of Tourism and Commerce Marketing

•Visit Iceland

•Turismo de Portugal

•Autoridad de Panama

•Proexport Colombia (Colombia Tourism Board)

•Yemen Tourism Promotion Board

Clients 2011 Clients 2011

Hotels

•Casamundo

•LE GRAY, Beirut

•Luxe Worldwide Hotels

•WORLDHOTELS30

Website : www.tqc.frBlog : www.ettuttiquanti.fr

Agence TQC 8, rue Médéric75017 Paris - FranceMétro Courcelles

Tel: +33 (0)1 47 66 63 37 Fax: +33(0)1 42 12 93 88Email. info@tqc.fr

Contact DetailsContact Details

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Colombia, el riesgo es que no quieras quedar !Colombia, el riesgo es que no quieras quedar !

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