{"id":3762,"date":"2017-12-22T00:00:00","date_gmt":"2017-12-21T23:00:00","guid":{"rendered":"https:\/\/v3rtice.srvcactus.com\/2017\/12\/22\/com-dissenyar-una-proposta-de-pla-de-comunicacio-per-a-la-fundacio-mallorca-turisme\/"},"modified":"2025-06-05T09:41:13","modified_gmt":"2025-06-05T07:41:13","slug":"proposta-pla-comunicacio-per-fundacio-mallorca-turisme","status":"publish","type":"post","link":"https:\/\/v3rtice.srvcactus.com\/ca\/blog\/proposta-pla-comunicacio-per-fundacio-mallorca-turisme\/","title":{"rendered":"Com dissenyar una proposta de pla de comunicaci\u00f3 per a la fundaci\u00f3 mallorca turisme?"},"content":{"rendered":"<div style=\"text-align: justify;\">\n<p>Com a ag\u00e8ncia de comunicaci\u00f3 i publicitat especialitzada en planificaci\u00f3 de mitjans, hem completat un altre projecte per a un dels nostres clients: la Fundaci\u00f3 Mallorca Turisme. En aquest sentit, hem realitzat una proposta de pla de comunicaci\u00f3 per millorar la imatge de la illa de Mallorca a trav\u00e9s d&#8217;una s\u00e8rie d&#8217;estrat\u00e8gies comunicatives.<\/p>\n<\/div>\n<div style=\"text-align: justify;\">La Fundaci\u00f3 Mallorca Turisme (FMT) \u00e9s una entitat sense \u00e0nim de lucre que t\u00e9 com a finalitat promoure Mallorca com un de les grans destinacions tur\u00edstiques als mercats nacionals i internacionals. A m\u00e9s, la instituci\u00f3 pret\u00e9n consolidar l&#8217;illa com una oferta de qualitat i atractiu per a turistes de major poder adquisitiu i establir-se com un element clau i de refer\u00e8ncia en l&#8217;\u00e0mbit local de l\u2019illa.<\/div>\n<div style=\"text-align: justify;\">Per preparar la proposta del pla de comunicaci\u00f3, el primer que es va fer va ser una an\u00e0lisi sobre l&#8217;entorn de la Fundaci\u00f3 Mallorca Turisme, centrat en el context local, social i organizacional. En aquest sentit, es va destacar que els sectors del turisme i la construcci\u00f3 s&#8217;han convertit en els pilars de l&#8217;economia mallorquina i que molts negocis s&#8217;han hagut d&#8217;adaptar a aquests canvis. D&#8217;altra banda, es va esmentar que el model tur\u00edstic actual d&#8217;alcohol i desenfrenament no agrada a la majoria d&#8217;habitants de la illa que veuen com aix\u00f2 pot repercutir negativament a la imatge de Mallorca.<\/div>\n<div style=\"text-align: justify;\">Despr\u00e9s d&#8217;analitzar el context de la Fundaci\u00f3, es va intentar descobrir quin \u00e9s el perfil de turista que visita l&#8217;illa i quin \u00e9s el p\u00fablic al que es vol dirigir l&#8217;entitat. Aix\u00ed, encara que el p\u00fablic que visita Mallorca \u00e9s molt divers, la meitat tenen entre 25 i 44 anys i v\u00e9nen a fer un turisme d&#8217;oci o familiar. A m\u00e9s, la majoria viatgen en vols lowcost i provenen de diferents pa\u00efsos per\u00f2 sobretot d&#8217;Alemanya, Regne Unit, Espanya o Fran\u00e7a. No obstant aix\u00f2, el p\u00fablic objectiu al que es vol dirigir la Fundaci\u00f3 \u00e9s a turistes que provenen d&#8217;Estats Units i dels pa\u00efsos n\u00f2rdics i que, per tant, tenen un nivell adquisitiu m\u00e9s alt.<\/div>\n<div style=\"text-align: justify;\">D&#8217;altra banda, en el pla de comunicaci\u00f3 es va intentar plasmar la compet\u00e8ncia m\u00e9s directa de Mallorca que s\u00f3n Turquia i Gr\u00e8cia a l\u2019estar a prop i representar l\u2019imaginari col\u00b7lectiu del Mediterrani. D\u2019altra banda, es va analitzar la situaci\u00f3 comunicativa de Mallorca i els aspectes que havia de millorar. El seg\u00fcent pas va ser la definici\u00f3 d&#8217;uns objectius clars i realistes que tenien en primera inst\u00e0ncia posicionar Mallorca com a destinaci\u00f3 de qualitat de manera eficient i allunyar la imatge que molta gent t\u00e9 de turisme low cost.<\/div>\n<div style=\"text-align: justify;\">Una vegada es tenen clars els aspectes m\u00e9s contextuals i te\u00f2rics \u00e9s hora d&#8217;elaborar un DAFO que estudi\u00ef la situaci\u00f3 actual de l\u2019illa, tenint en compte les seves debilitats, amenaces, fortaleses i oportunitats. Si es tenen molt clars els aspectes que cal introduir en aquest gr\u00e0fic ser\u00e0 molt m\u00e9s f\u00e0cil detallar accions comunicatives concretes i estrat\u00e8gies. D&#8217;aquesta manera, les propostes es van basar en donar un focus m\u00e9s mediterrani a l\u2019illa i difondre un missatge de proximitat i viv\u00e8ncia al p\u00fablic.<\/div>\n<div style=\"text-align: justify;\">Finalment, es van proposar una s\u00e8rie de campanyes que seguien aquesta mateixa estrat\u00e8gia com la creaci\u00f3 de diferents c\u00e0psules audiovisuals i material gr\u00e0fic, la professionalitzaci\u00f3 de les xarxes socials o la promoci\u00f3 amb influencers i mitjans de comunicaci\u00f3. En aquest sentit, aquestes propostes es materialitzarien a trav\u00e9s de canals online- tenint en compte les tend\u00e8ncies actuals- per\u00f2 tamb\u00e9 offline, centrant-se en les relacions p\u00fabliques i la publicitat.<\/div>\n","protected":false},"excerpt":{"rendered":"<p style=\"text-align: justify;\">Com a ag&egrave;ncia de comunicaci&oacute; i publicitat especialitzada en planificaci&oacute; de mitjans, hem completat un altre projecte per a un dels nostres clients: la Fundaci&oacute; Mallorca Turisme. En aquest sentit, hem realitzat una proposta de pla de comunicaci&oacute; per millorar la imatge de la illa de Mallorca a trav&eacute;s d&#8217;una s&egrave;rie d&#8217;estrat&egrave;gies comunicatives.<\/p>\n","protected":false},"author":15,"featured_media":24259,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111],"tags":[],"class_list":["post-3762","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion-pr-ca"],"acf":[],"dsm_author":{"name":"B3rtriz","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/55cce72eebdf84af1d876317ada2ae9d3e58da4a2ecb496d40eaeb716d24e2d5?s=96&d=mm&r=g","archive_link":"https:\/\/v3rtice.srvcactus.com\/ca\/author\/beatriz\/","biodata":""},"dsm_categories":[{"term_name":"Comunicaci\u00f3 &amp; RR.PP.","term_id":111,"term_link":"https:\/\/v3rtice.srvcactus.com\/ca\/category\/comunicacion-pr-ca\/"}],"dsm_attachment_categories":[],"dsm_featured_image":{"thumbnail":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720-150x150.jpg","medium":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720-300x177.jpg","medium_large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720-768x454.jpg","large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","1536x1536":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","2048x2048":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","et-pb-post-main-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","et-pb-post-main-image-fullwidth":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","et-pb-portfolio-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","et-pb-portfolio-module-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","et-pb-portfolio-image-single":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","et-pb-gallery-module-image-portrait":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","et-pb-post-main-image-fullwidth-large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","et-pb-image--responsive--desktop":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","et-pb-image--responsive--tablet":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","et-pb-image--responsive--phone":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg","full":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/write-593333960720.jpg"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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