Genuine Spain
Project purpose
The project was born with the goal of creating an engaging narrative to position Genuine Spain across different channels. The key was to highlight the brand through its core values, communicating its essence and unique proposition. We aimed to showcase to travelers and travel agencies the company’s distinct value, presenting an authentic, unique, and different Spain, while connecting with those seeking meaningful and sustainable travel experiences.
Why was the project created?
Genuine Spain is a travel agency specializing in tailor-made experiences designed to help travelers discover Spain in an authentic and sustainable way. As part of its expansion process, the company sought to position itself within the international and luxury tourism markets, which required a refreshed approach to its communication and strategic messaging. With this challenge in mind, Genuine Spain partnered with ético to align its narrative with its new target audience. Through strategic work, we redefined the brand’s communication to support its repositioning, ensuring that its essence and values were reflected in every customer touchpoint.
Project phases
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To position Genuine Spain as a standout brand in the sustainable tourism sector, we developed a structured project with several key phases, allowing us to delve into the company’s identity, value proposition, and the most effective ways to engage its audience.
Achieved benefits
The project enabled Genuine Spain to position itself in a distinctive way within the Conscious Luxury segment by effectively communicating its core values.
Additionally, the identification and segmentation of its target audience allowed the company to optimize both its commercial and communication strategies, aligning its offerings with the real needs of the market and enhancing the customer experience at every touchpoint.
From a communication perspective, we structured an engaging and coherent storytelling approach, ensuring the brand conveyed its essence and differentiation across all channels.
As a result, Genuine Spain has strengthened its presence in key communication platforms, increased brand awareness, and built more authentic connections with its audience.