Every organization, regardless of its activity, has as one of its main concerns visibility in its sector. Getting notoriety is a very important challenge for many companies to build a target audience and, with the consequent growth in sales, business progress itself. This challenge has risen to a new level with the existence of the Internet, which in recent years has become a digital showcase for companies. However, every organization must define a differentiated identity and make itself known in society, a fact that entails more than just achieving sales.
Despite its origin as a public organization, the APB did not have a strong identity that connected it with Balearic societybeyond commercial activity. Although its mission of managing and administering the ports of the archipelago is an essential task in the economic activity of the islands, the APB wanted to find a way to get closer to the citizens. This approach stemmed from its desire to demonstrate that the port sector was more than just the transport of goods and more than maritime transport for the citizens.
The APB has an important historical and cultural heritage: old buildings that contain, in addition to port activity, the history of Balearic society and life since their construction, such as the well-known Fort of San Carlos (Mallorca). Some of its most important heritage buildings are the lighthouses: they are constructions that, without doubt, reflect the history of their time, so they have a high cultural value, both for their construction and their mechanisms and for being a source of inspiration for photographs and paintings.
In an important maritime commercial point as Spain has been for centuries, there are a total of 187 lighthouses scattered along the coasts, of which there are about 60 that are still in operation. In recent years, a tourism aimed at the lighthouses has arisen, so that those lighthouses that are still active and those that are no longer in operation are becoming new points of tourist interest.
The APB has a heritage of 34 lighthouses in the Balearic Islands, in which they saw an opportunity to approach the Balearic society: transforming the lighthouses of the islands into new attractive points for tourism. Their idea consisted in the creation of an online platform dedicated specifically to offering documentation to citizensabout the lighthouses scattered around the islands. To carry out this initiative, it was necessary to have an innovative proposal that, in addition to providing the value that this topic did not have before, would act as a powerful communication tool of the APB with the residents of the archipelago and its visitors.
The challenge
The solution
.Results
.The challenge
Every organization, regardless of its activity, has as one of its main concerns visibility in its sector. Getting notoriety is a very important challenge for many companies to build a target audience and, with the consequent growth in sales, business progress itself. This challenge has risen to a new level with the existence of the Internet, which in recent years has become a digital showcase for companies. However, every organization must define a differentiated identity and make itself known in society, a fact that entails more than just achieving sales.
Despite its origin as a public organization, the APB did not have a strong identity that connected it with Balearic societybeyond commercial activity. Although its mission of managing and administering the ports of the archipelago is an essential task in the economic activity of the islands, the APB wanted to find a way to get closer to the citizens. This approach stemmed from its desire to demonstrate that the port sector was more than just the transport of goods and more than maritime transport for the citizens.
The APB has an important historical and cultural heritage: old buildings that contain, in addition to port activity, the history of Balearic society and life since their construction, such as the well-known Fort of San Carlos (Mallorca). Some of its most important heritage buildings are the lighthouses: they are constructions that, without doubt, reflect the history of their time, so they have a high cultural value, both for their construction and their mechanisms and for being a source of inspiration for photographs and paintings.
In an important maritime commercial point as Spain has been for centuries, there are a total of 187 lighthouses scattered along the coasts, of which there are about 60 that are still in operation. In recent years, a tourism aimed at the lighthouses has arisen, so that those lighthouses that are still active and those that are no longer in operation are becoming new points of tourist interest.
The APB has a heritage of 34 lighthouses in the Balearic Islands, in which they saw an opportunity to approach the Balearic society: transforming the lighthouses of the islands into new attractive points for tourism. Their idea consisted in the creation of an online platform dedicated specifically to offering documentation to citizensabout the lighthouses scattered around the islands. To carry out this initiative, it was necessary to have an innovative proposal that, in addition to providing the value that this topic did not have before, would act as a powerful communication tool of the APB with the residents of the archipelago and its visitors.
The solution
.Our solution for the APB was a creative proposal that not only responded to the needs and expectations of the APB, but we provided improvements that brought more value to their initiative. We invested a lot of effort in organizing and updating all the APB’s information for its dissemination through the Internet, defining an original online platform architecture and aligned with the graphic style of the entity. This online platform was a new website specifically dedicated to the heritage lighthouses of the APB: FarsdeBalears.com. The aim was to turn it into a reference online portal for lighthouse tourism, with extensive documentation and attractive audiovisual content that would serve as a great source of information for citizens and visitors.
To bring valuable content to the website, we dedicated ourselves to compiling documentation on lighthouses and worked on its digitization; this compilation included research on the 34 lighthouses of the Balearic Islands, their histories and those of their lighthouse keepers, information on the machinery used in the lighthouses, etc. So the website is a large digital archive with the stories of the lighthouses and lighthouse keepers of the islands that have been recorded since 1851. As part of our proposal to bring more value to the Fars de Balears project we decided to expand the documentation of the digital archive to the lighthouse pages on Wikipedia, just as our team achieved the location of the 34 lighthouses on Google Maps.
This online archive was completed with audiovisual content. On the one hand, by compiling a collection of photographs loaned by local and international artists of the islands’ lighthouses. The documentation of old archives allowed us to add documents such as maps, charts and photographs. In addition, we took 360º photographs of the 34 lighthouses, from two or three different perspectives in each case, and we were able to prepare a virtual tour of the Portopí lighthouse. On the other hand, we carried out a video marketing campaign in which we prepared an attractive visual documentation: we recorded a total of nine video interviews with former lighthouse keepers in the Balearic Islands and in the same lighthouses where they served.
Finally, we opted for an original solution that would be both a value bet and a differentiator: the creation of an application of cycling tourism routes for mobile devices (Ruta.FarsdeBalears.com). These routes were prepared for the cycle ride from one lighthouse to another, showing details such as the distance in kilometers, the duration of the route and the difficulty. In this way, cycling enthusiasts could follow these routes with the lighthouses as tourist attractions, as well as having the option of listening to the audio guides that we prepared with information about each lighthouse.
The Lighthouse Route is a route with a list of lighthouses that we had prepared for them.
Results
.The result is to have given birth to a portal unique in the world, which brings together priceless material that until now had never been publicly exhibited. The project allowed the photographic and audiovisual record documenting the nature and current state of conservation of the lighthouses, as well as the voices of the protagonists of the history of many of them.
After the launch of the website, the project attracted media attention, from television to local and national press, in media such as Diario de Mallorca and Europa Press. The impact was very positive among citizens, especially in the first guided tours by the APB, to which hundreds of people previously signed up, a number that exceeded the expected number of visitors. Such has been the repercussion that interest was generated from the European Union itself to consider a similar project for other parts of the continent.
In this way, the Port Authority of the Balearic Islands has found a point of support in the strategy of approach to the Majorcan society, achieving notable media repercussion and the participation of the citizens in numerous events that have been organized around the lighthouses. The lighthouses of the Balearic Islands have been established as new tourist elements and are already part of the knowledge of Balearic society.
The lighthouses of the Balearic Islands.
We present the way to build the logos of the hotels included in the different product sub-brands of Alegria Hotels. This exhibition includes a vertical and a horizontal version, a version of the Exclusive seal, another for the logo of the chain’s Apartments, and a logo for those hotels that are not framed within the product segmentation.
A graphic style linked to the brand
We have managed to define a graphic style that differentiates the company and that is carried over to all its applications. In this way, we have created a homogeneous and differentiating graphic identity.
