Hospitality ON Event - Awards

Worldwide Hospitality Awards

Thursday 09 November 2023 à 18:00

En cours - Best Marketing Operation

Meliá Hotels International

Campaign - The New Magaluf

Cette candidature n'est disponible qu'en anglais / This application is only available in English.

The New Magaluf is a campaign created to show the new reality of the destination, from the overwhelmingly positive experience of travelers.

The New Magaluf is a campaign created to show the new reality of the destination, in which the travelers’ experience is positive and they feel it’s beaches, hotels and streets as a new summer paradise.

In 2011 Meliá launches the Calviá Beach Project to face a critical situation, within a framework of public-private collaboration, which aims to reinvent the obsolete tourism offer and improve the positioning of Magaluf (Mallorca).

After 11 renewed hotels and more than 250 million euros invested in the destination, Meliá Hotels International concluded on 2018 the first step of the project with the inauguration of the INNSiDE Calviá Beach hotel and Momentum Plaza, a new commercial area created for daytime leisure. With hotel renovations and other innovative concepts as the “Stay in 1, play in all”, with which Meliá offers the possibility of staying in a hotel and enjoying the restaurants and outlets of 9 properties, all located in Calviá, the best experience is ensured.

Now, the challenge is to create awareness of this and to change the perception that media and tourist have about Magaluf.

Every year hundreds of negative news about Magaluf are viralized focusing on the elements that build a negative perception of destination. But when we see the content that tourists are sharing on social media, we see a very different experience, in which the most positive elements that help us build a good image of the destination gain much more visibility.

"This is what happens in Magaluf, and you never would have imagined it”, this is the idea of The New Magaluf campaign, which is focused on positioning the image of the destination as the clients of our hotels communicate it in their social networks.

The goal is to get residents to like again the destination that they have been rejecting so they become prescribers of the experience, and get tourists perceive Magaluf as a quality destination, with a varied offer, for many types of travelers and with an excellent and varied complementary product.

First launching the campaign video, with the hashtag #TheNewMagaluf and the claim “Have you heard?” the Company starts a social media campaign in which almost all the content shared is User Generated Content (UGC).


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