@lloretturisme
The disruptive situations
about #lloret – Chapter 2
Early morning on July 23rd,
around 4pm I woke up by the terrible smell of smoke….I was concerned because
few hours before two major fires started about 120 km away.
I went outside and no fire
but I knew the smoke was coming from the northern fires. Sadly, the fires
lasted for about a week regardless the amazing and tremendous efforts to
extinguish it from the regional firemen. All the population hyper sensible
about it…,the special investigation research was a machine that did not stop
until the findings discovered a cigarette butt was the origin of the fire….how
unconscious and illiterate must be the person that did it!!! . Literally a
couple of days after the fire was finally extinguished I took a long walk
thorught the Lloret de Mar Cami de ronda
While I was walking I
encountered a young woman who was smoking a cigarette --so unlike me-- I kindly
ask her to be careful and informed her about the recent fires and how important
it is NOT to throw cigarettes away. So, here is when she threw the lit cigarette
into the garbage, ok...., I think I was not making myself clear. I just explained her
again and personally cut the cigarette. This elementary behavior helped me to
observe that all current campaigns in Spain and Catalonia raising awareness
towards fires and paying attention to it wasn’t enough in Lloret. The woman in
question was Italian and seemed careless about it BUT at the same time weren’t
signs around or a proper campaign for her to understand the importance….neither
any proper WOM campaign from the local community, hence , I realized that there
is a very important piece to pay attention in the marketing anc communication
for a destinations towards risks and dangers that is not properly embraced at
the visitor/client touch point. Simply, multilingual signage about DO and DONTS
and WOM about dangers and in this particular case, what about a simple visual
sign at the garbage bins , or the locals informing every smoker about how to
behave? I felt so frustrated after it and made me wonder heavily about the
origins and monitoring of the campaigns, there is certainly field piece
missing. Why? Probably the concept designers did not have the time or
occurrence to understand the best communication touch points. The reality and
Lloret,s visitors behaviors. The reality the CAP FOSC AL BOSC campaign does not mean anything for the millions of tourists landing into Catalonia during the summer.
 |
| 2012 Campaign outdoors image raising awareness towards danger of fires |
Another disruptive
situation happens all the year around and is linked to maintenance and
appearance of Lloret. Certainly, the institutions make a superb job in having
the city center and beaches immaculate clean, but when you walk away to
residential suburb areas is not the case. I illustrate what you can find in
those areas all year around: a complete abandoned forests and spaces that are
dangerous and of course unpleasant, and makes me wonder , aren’t the neighbors
paying as well their taxes?, why do they deserve such treat?
.JPG) |
| Forest around Romulo & Remo apartments |
.JPG) |
| Around cami to Angel #lloret |
I truly believe that
marketing and communication for destinations is heavily linked to customer
experience and intimately linked to their experience at the place and their WOM
and Digital WOM being critical to position perceptions and expectations for future
visitors ,for this reason, this chapter touching the customer experience from
different angles , local experience and international reach.
To be continued....
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