Arona logró en Fitur un beneficio publicitario y promocional que multiplicó por siete cada euro invertido

El Patronato de Turismo del Ayuntamiento de Arona acude esta semana a la feria ITB de Berlín, una de las más importantes del mundo, con el objetivo de promocionar la sostenibilidad, la diversidad y el patrimonio histórico, cultural y natural del municipio entre los mercados alemán y nórdico, poniendo especial énfasis en la promoción de la tercera edición del festival ARN Culture & Business Pride.

Durante los días que duró este año la feria de turismo más importante de España, Fitur 2019, la marca Arona sonó. Y, a tenor de los datos, sonó con fuerza, con un impacto económico muy superior a la inversión realizada, de manera que, por cada euro, el beneficio publicitario obtenido por el municipio fue de 6,80 euros, según el informe de impacto mediático que el Patronato de Turismo encarga en cada evento a una empresa independiente para auditar la rentabilidad que obtiene con sus acciones. En este caso, la medición se realizó sobre Fitur 2019 y Madrid Fusión, celebrada un día después de finalizar la feria de turismo.

Con estas cifras, Turismo de Arona acude esta semana a la que es una de las principales ferias de turismo del mundo, la ITB de Berlín, que se desarrolla del 6 al 10 de marzo en la capital alemana, con el objetivo de promocionar, además del tradicional producto de sol y playa, atractivos y eventos que organiza el municipio en torno a valores como la sostenibilidad y la diversidad, además de los patrimonios histórico, cultural y natural de Arona, el turismo de compras o el gastronómico a través de la recién creada marca Arona Gastronómica.

El departamento que dirige el concejal David Pérez acudirá a la ITB para profundizar en el conocimiento que se tiene de Arona en los mercados alemán y nórdicos, que tienen una especial presencia en Berlín.

Uno de los protagonistas del municipio en la ITB será el festival ARN Culture & Business Pride, que cumple este año su tercera edición en pleno crecimiento de presencia y reputación, nacional e internacional, y que tendrá lugar del 18 al 23 de junio de manera totalmente gratuita.

Si en Fitur se dieron a conocer algunos de los detalles de este evento, con la presencia de la actriz Rossy de Palma, será desde la capital alemana donde se darán a conocer algunos de los nombres más significativos de este año.

Además de la promoción de valores que supone el ARN Culture & Business Pride, este se ha revelado como una importante y atractiva herramienta promocional para Arona, con la presencia de algunas de las figuras más relevantes del panorama LGTBIQ a nivel nacional e internacional, la participación activa de miles de personas y una importante repercusión económica, que solo en 2017 fue de 1,6 millones de euros con una rentabilidad presupuestaria del 150%.

La rentabilidad de Fitur 2019

De los datos de la auditoría realizada sobre Fitur 2019, se puede extraer, no solo un impacto publicitario que multiplicó casi por siete la inversión realizada, con una repercusión total cifrada en 795.462,23 euros, sino que el mayor retorno se obtuvo gracias a las redes sociales, con el 69% del total, seguido del 17% de la prensa escrita, el 11% de la prensa digital, el 2% de la radio y el 1% de la televisión. De entre las redes sociales, Twitter fue la más importante, con el 83%, seguida de Facebook (8%), Youtube (7%) e Instagram (2%).


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