STRATEGIC PROPOSAL · ELBA HOTELS
A communication style as unique as each of your hotels, Gian Carlo.
Lanzarote, Fuerteventura, Vecindario. A hotel currently under construction in Corralejo.
Three regions, three client groups, three distinct promises. We designed a marketing framework capable of highlighting what makes each Elba Hotels property unique—without diluting that uniqueness in a single, generic message.
01 · THE CHALLENGE
Multiple hotels under the same brand should not use the same messaging.
Using the same communication framework for very different properties reduces differentiation, spreads advertising spend too thinly, and fails to highlight what truly makes each hotel an obvious choice for its guests.
Various products
A vacation resort on a volcanic island doesn’t market itself the same way a city hotel that hosts events does. The product is what matters.
Various customers
Families, couples, MICE, business travel. Each segment expects its own unique promise and tone.
Various competitors
Every hotel faces its own local challenges. What works in Lanzarote doesn’t work in Vecindario.
02 · HOTEL BY HOTEL
Elba needs a strategy as unique as each of its hotels.
We don’t offer generic hotel communications. We offer a brand and customer acquisition strategy that respects each hotel’s identity and tailors the message to its commercial, experiential, and competitive context.
01 — Lanzarote
VOLCANIC DESTINATION, RESORT, AND UNIQUE EXPERIENCE
The landscape is a selling point. The strategy is built on aesthetics, island authenticity, and the resort experience in a destination with its own visual identity.
02 — Fuerteventura
DIVERSE VACATION OPTIONS, INTERNATIONAL MARKETS
Different demographics—families, couples, long-term visitors, and athletes—all come together in the same square. The messaging requires clear segmentation and specific creative approaches tailored to each source market.
03 — Neighborhood
BUSINESS PROFILE, EVENTS, AND CONNECTIVITY
Here, the focus shifts: MICE, corporate, event organizers, and business travelers. Functional messaging, commercial testing, and B2B channels are at the heart of the plan.
03 · THE SYSTEM
Five layers that function as a single communication and lead-generation system.
It is not a list of services. It is an integrated framework in which strategy, design, content, and media work together to build the brand and drive demand at the same time.
STRATEGY
Focus, Message, and Priorities by Hotel
Diagnosis, positioning, and roadmap. We decide what to communicate, to whom, and in what order, based on business criteria.
GRAPHIC DESIGN
Visual Consistency of the Brand and Campaign
Creative systems that align with Elba’s corporate brand and allow each hotel to develop its own unique personality.
PPC
Demand Activation Based on Hotel Criteria
Google Ads, Meta, programmatic advertising. Campaigns targeted by hotel, destination, and source market, with a focus on direct sales.
PHOTOS AND VIDEOS
Audiovisual Production from the Canary Islands
Art direction, photography, and video production on-site at the hotel. A cohesive visual library for the website, social media, and campaigns.
SOCIAL MEDIA
Story, Presence, and Ongoing Connection
A distinctive voice for each hotel, integrated into the overall strategy. Editorial content, community engagement, and always-on presence.
A single conversation that bridges strategy, creativity, and customer acquisition.
We won't go into detail about the content we can create for Hoteles Elba. Here's a summary:
04 · IMPACT ON BUSINESS
How does this translate into day-to-day business operations?
We don’t promise specific figures. We do, however, advocate for a framework in which every euro spent on marketing is invested in building differentiation and attracting qualified demand for the right hotel.
01 More precise messages by hotel and by destination
02 Campaigns aligned with the actual product
03 A more distinctive image compared to local competitors
04 Greater consistency between the corporate brand and recruitment
05 Commercially useful items, not just decorative ones
06 The ability to communicate value, not just availability
05 · ACTIVATION SCENARIOS
Six concrete ways to start working together.
Campaigns tailored to each hotel
Each asset has its own message, creative concept, and media plan, all within the same corporate brand framework.
Audiovisual Production by Destination
Photo and video shoots planned for each hotel, with a unified art direction and variations tailored to specific uses.
Creative Campaigns by Season and Segment
Dynamic templates for summer, getaways, MICE, or events that adapt to each hotel without compromising consistency.
Brand and performance on the same level
Editorial content and always-on campaigns coexist with direct-sales activations. A single roadmap.
Vacation and business at the same time
Specific plans for island resorts and a separate plan for the Vecindario hotel, with its own KPIs and channels.
Launches and Repositions
Comprehensive support for renovations, refurbishments, or repositioning of a specific hotel within the group.
06 · WHY DML
A local partner with a hotelier's perspective and a brand-oriented approach.
Based in the Canary Islands, we work with hotel groups that understand that communication is not a cost, but a business driver. That conviction guides every decision we make.
Strategic and creative insight, free of agency clichés
An integrated approach to content, design, and lead generation
Actual audiovisual production in the Canary Islands, without travel
Knowledge of the island market and hotel seasonality
A premium approach to presentation, execution, and reporting
Ability to effectively differentiate each asset
07 · FAQ
That's the kind of question a hotel sales director like you, Gian Carlo, usually asks.
Can the strategy be tailored to each individual hotel?
Yes. That is precisely the central idea: a common framework that is adapted with specific messaging, creativity, and media plans for each of the group’s assets.
Are we working in a way that maintains Elba's corporate brand consistency?
Of course. We design creative systems that align with your brand identity and, within that framework, give each hotel its own unique personality.
Can you support specific fundraising campaigns?
Yes. We can handle one-time campaigns—product launches, seasonal promotions, specific market segments—or an ongoing strategy that combines brand and performance.
Is audiovisual production done in the Canary Islands?
All photo and video production is carried out using our own equipment in the Canary Islands, with no travel costs and prompt response times.
Can you work with our internal teams?
Yes. We work as an extension of your team, collaborating closely with your marketing, brand, sales, and revenue managers.
Can we start by phases or by destinations?
Yes. We can start with a single hotel, a destination, or a specific layer of the system—for example, just PPC or just audiovisual production.
Does it work for both vacation rentals and business listings?
That’s exactly the approach: treating each hotel based on its product and its clientele. Vacation resorts on the islands and business hotels in Vecindario require different strategies, and we design them accordingly.
How is the operational deployment organized?
An initial immersion session, a 90-day plan for each hotel, and monthly reporting. A single point of contact, with no middlemen.
STRATEGIC DISCUSSION
Let's work together to design a communication plan that's tailored to each hotel.
An initial 45-minute session to understand Hoteles Elba’s current situation and propose a concrete framework.
Digital Marketing Lanzarote · Proposal for Elba Hotels · Canary Islands