Estrategia de Marketing Digital y Comunicación Transmedia para la Operadora Turística Digital ‘LOCALIZADOS’

Abstract

This project shows the planification and initial implementation of a transmedia communication plan and an Inbound marketing strategy to promote the digital tourism agency "Localizados". This platform seeks to promote urban and alternative tourism in the city of Guayaquil, so its strategy is mainly aimed at domestic and foreign tourists who choose different ways of traveling. Through the investigation it was possible to know the interests and preferences of this type of travelers, as well as their perceptions and experiences with other applications or web pages which are related; in this way it was possible to define a tone, a concept and a creative idea to promote the brand. It also shows the results of the two first weeks of the product and campaign lauch.