A highly competitive context and more and more demanding and complex demand recommended the updating of the model and the tourism image of Lanzarote, with the special emphasis on the development of new strategies, tools and marketing actions that reflected a convincing promotional, advertising and informational activity of its offer in the international similar markets, with a sustainable position of a leader.

The THR proposal reflected:

• Definition of the priority sectors and geographical markets, a new brand identity and value proposal.

• Preparation of a powerful Umbrella Marketing Plan, with significant promotional and advertising actions.

• Publicity, Press trips and Press-Kit material.

• Installation of a Call Center and a Web site.

• Creation of a Booking Department for tour operators and travel agencies network motivated to sell Lanzarote.

• Designing the promotional material; with specific leaflets and thematic videos, posters collection, informative electronic bulletin, Agencies display, Photo and Film bank, etc.

• Benchmark trips, hospitability programmes, Local Marketing Units.

• Data base (tour operators, travel agencies, mass media, journalist, associations, etc.)

• Marketing plans of selected products.

• Off and On-advertising oriented to segments.

• Participation in the events.

• Budgeting and financing of the project.

• Management plan.

An agreement between all the public institutions and private sector of the island in order to implement the Marketing and Competitiveness’ Plan.