BRITONS are set to get a taste, feel and touch of Mallorca, thanks to an exciting promotional campaign in London next month.
Catalina Cladera, President of the Council of Mallorca and Andres Serra, Councillor for Tourism and Sport, have revealed an ambitious campaign for the World Travel Market in London in November, made up of two initiatives.
The first is purchasing the entire advertising space on a double decker bus which runs through one of London’s most central routes. The bus will be running for four weeks, two weeks prior to the fair and two weeks after. Covered in images of key locations in Mallorca such as Palma Cathedral and the Tramuntana Mountains, the bus will also feature the hashtag ‘Mallorca Inspires’.
The second initiative and the main event for the Council is the ‘Fall for Mallorca’ experience which is being held on November 4 at Hispania, one of London’s most famous Spanish restaurants on Lombard Street.
Serra explained their desire to provide the general public, travel industry and media with an opportunity to “touch, feel and taste” Mallorca. Here, two floors of the Michelin-star restaurant will be transformed for the afternoon, where the experience will focus on culture, arts, gastronomy and nature, with Majorcan chef Vicky Pulgarin, showcasing dishes for guests to taste.
Due to the demise of Thomas Cook in the UK and a rise in the popularity of competing destinations, the Council of Mallorca adopted ‘shock action’ to stimulate the British market. Through these promotional campaigns, they want to ensure that the island continues to be one of the country’s most popular holiday destinations.
“We intend to offer Britons a whole new Majorcan experience during the World Travel Market”explained Cladera, adding that “sun and sea speaks for itself”.