La conexión hasta el fin del mundo

Estrategia 2030

El encargo

Argentina vive hoy un escenario de oportunidad, con sus mercados naturales en crecimiento y un liderazgo decidido en la acción promocional. El país ha consolidado el sector turístico internacional y se prepara para dar el salto al siguiente nivel.

Sabiendo que la realidad compleja de hoy demanda soluciones creativas, innovadoras y colaborativas, el INPROTUR -el organismo encargado de la promoción turística de Argentina- nos encargó una estrategia de marketing diseñada para un cambio de ciclo.

Cliente

Inprotur - Instituto Nacional de Promoción Turística de Argentina

País

Argentina

Cómo lo hicimos

Entre globaldit y Ejido, nuesto partner local, diseñamos conectAR, el Plan de Marketing Internacional de Argentina 2012-2015. La esencia de conectAR reside en la idea de sumar fuerzas para amplificar el impacto sobre el mercado alineando al sector y las instituciones.

El equipo redactor mantuvo sesiones de trabajo con el Consejo Federal de Turismo y los principales actores del sector y el trade. Expertos en estadística analizaron el data disponible y realizaron una investigación ad hoc con los principales operadores emisores para priorizar los segmentos objetivo.

Recorrimos el país para encontrar las 200 experiencias incluidas en el World Class Experience Book. Construimos cinco planes para actuar sobre producto, mercado y sector. Acompañamos al INPROTUR en el lanzamiento y comunicación de conectAR y la reorganización de la institución para atender sus nuevos retos. Construimos una herramienta de seguimiento y gestión, capacitamos a las nuevas unidades operativas y un coach mantuvo sesiones para el cambio con todo el equipo del INPROTUR.

Especialidades

Targeting · Strategy · Performance · Networking · Experience design · Content & context · Analysis

El resultado

Nuestro cliente, INPROTUR, posee hoy un plan de marketing dinámico -más que un documento, una manera de actuar- con instrumentos específicos adaptados a las necesidades del sector turístico argentino y un equipo altamente preparado y motivado.

Gracias al intenso trabajo de coordinación y comunicación, la organización ha logrado consolidar su liderazgo frente al sector y las instituciones desde la confianza y la implicación.

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La experiencia turística en clave personal

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SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1800) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_application WHERE id = 26
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(26) AND falang_content.reference_table='zoo_application'
SELECT * FROM d4xh9_zoo_items_relations WHERE name = 'Sede-Contacto' AND item1 = 1411
SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT * FROM d4xh9_zoo_item WHERE id IN (1090) AND state = 1 AND access IN (1) AND (publish_up = '0000-00-00 00:00:00' OR publish_up <= '2024-12-04 05:08:08') AND (publish_down = '0000-00-00 00:00:00' OR publish_down >= '2024-12-04 05:08:08') ORDER BY FIELD(id,1090)
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1090) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_application WHERE id = 16
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(16) AND falang_content.reference_table='zoo_application'
SELECT * FROM d4xh9_zoo_category WHERE application_id = 16 AND published = 1 ORDER BY ordering
SELECT * FROM d4xh9_zoo_items_relations WHERE name = 'Sede-Contacto' AND item1 = 1412
SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT * FROM d4xh9_zoo_item WHERE id IN (1091) AND state = 1 AND access IN (1) AND (publish_up = '0000-00-00 00:00:00' OR publish_up <= '2024-12-04 05:08:08') AND (publish_down = '0000-00-00 00:00:00' OR publish_down >= '2024-12-04 05:08:08') ORDER BY FIELD(id,1091)
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1091) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_items_relations WHERE name = 'Sede-Contacto' AND item1 = 1413
SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT * FROM d4xh9_zoo_item WHERE id IN (1583) AND state = 1 AND access IN (1) AND (publish_up = '0000-00-00 00:00:00' OR publish_up <= '2024-12-04 05:08:08') AND (publish_down = '0000-00-00 00:00:00' OR publish_down >= '2024-12-04 05:08:08') ORDER BY FIELD(id,1583)
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1583) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_items_relations WHERE name = 'Sede-Contacto' AND item1 = 1800
SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT * FROM d4xh9_zoo_item WHERE id IN (1089) AND state = 1 AND access IN (1) AND (publish_up = '0000-00-00 00:00:00' OR publish_up <= '2024-12-04 05:08:08') AND (publish_down = '0000-00-00 00:00:00' OR publish_down >= '2024-12-04 05:08:08') ORDER BY FIELD(id,1089)

21 Tipos de consultas del registro, Ordenado por acontecimientos.

SELECCIONAR Tablas:

91 × SELECT id FROM d4xh9_assets
27 × SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content
17 × SELECT * FROM d4xh9_zoo_item
12 × SELECT * FROM d4xh9_zoo_items_relations
10 × SELECT b.id FROM d4xh9_zoo_category_item AS a JOIN d4xh9_zoo_category AS b ON a.category_id = b.id
6 × SELECT * FROM d4xh9_zoo_category
6 × SELECT * FROM d4xh9_zoo_application
1 × SELECT DISTINCT (zi.id) AS id, zi.name as name, zi.latitude as lat, zi.longitude as lng, zi.application_id as application_id, 0 AS distance FROM ( d4xh9_zoo_item zi )
1 × SELECT a.* FROM d4xh9_zoo_item AS a
1 × SELECT ROWNUM FROM (SELECT @rownum:= @rownum+1 ROWNUM, id FROM (SELECT @rownum:=0) r, (SELECT id FROM d4xh9_zoo_item AS a
1 × SELECT ROWNUM, id FROM (SELECT @rownum:= @rownum+1 ROWNUM, id FROM (SELECT @rownum:=0) r, (SELECT id FROM d4xh9_zoo_item AS a
1 × SELECT m.id, m.menutype, m.title, m.alias, m.note, m.path AS route, m.link, m.type, m.level, m.language,m.browserNav, m.access, m.params, m.home, m.img, m.template_style_id, m.component_id, m.parent_id,e.element as component FROM d4xh9_menu AS m LEFT JOIN d4xh9_extensions AS e ON m.component_id = e.extension_id
1 × SELECT joomlatablename,tablepkID FROM `d4xh9_falang_tableinfo
1 × SELECT * FROM d4xh9_languages
1 × SELECT a.rules FROM d4xh9_assets AS a
1 × SELECT id FROM d4xh9_zoo_item
1 × SELECT b.rules FROM d4xh9_assets AS a LEFT JOIN d4xh9_assets AS b ON b.lft <= a.lft AND b.rgt >= a.rgt

OTRAS Tablas:

1 × SHOW FULL COLUMNS FROM `d4xh9_content
1 × UPDATE d4xh9_zoo_item SET hits = (hits + 1)
1 × SHOW FULL COLUMNS FROM `d4xh9_assets
1 × SHOW FULL COLUMNS FROM `d4xh9_languages

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