MINICASE. Foreign Tourism as a Promotional Tool for Foods & Beverages from Spain

"The setting

You have just joined an important communication and marketing agency in Spain as an account manager.

You have to prepare a communication plan for a tender that has just been launched by the Spanish Federation of Food & Beverage Industries (FIAB). This organization wants to increase the export of foods and beverages produced in Spain. For this purpose, it would be very helpful to take advantage of the presence of millions of foreign tourists in our country, in order to direct them a communication campaign that allows them to get to know better our products, perceive them differently, and get in contact with our agrifood products. If they know them, perceive them, and understand better how to incorporate and integrate them into their gastronomic cultures, in the end they will be able to pull the demand for them when they return to their countries and cities of origin."