A communication plan for a portuguese travel agency: Portugal with

• Autor(a) principal: Almeida, Ana Sofia Ferreira de
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/22976
• topic: Communication plan; Tourism; Plano de comunicação; Turismo; Agência de viagens -- Travel agency

Portugal With is a Portuguese travel agency founded in 2013 with the aim of providing a personalized and personal experience to its customers. It offers a wide range of trips with the support of several national and international operators. Taking into account the family origin of this company, spreading the word, has always been the main way of publicizing the brand. However, today's digital age and the pandemic situation that has existed for over a year have created a need to invest more in marketing, essentially digital, to increase brand awareness and intensify its presence with the target audience. In this way, a Communication Plan for the second half of 2021 was created in order to study the characteristics and behavior of the consumer in relation to the travel agency market and, thus, assist Portugal With, with a strategy that will achieve the above objectives mentioned. To develop this communication plan, the author first made use of a literature review, external analysis and internal analysis. In addition, she conducted an online survey and an interview with the person responsible for Portugal With, who provided a clear view of the brand and the characteristics of the target audience. As a result of this initial approach, the proposed Communication Plan resulted in a strategy that allows reaching the objectives defined with communication actions in order to improve the current promotional mix.