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 Maxity methodology

Combining tourism marketing and retail marketing for an objective and pragmatic analysis.

To enable companies to identify the tourist markets with the greatest potential with regard to their brand’s context, Maxity has developed a unique and innovative methodology.

It analyses more than 100 items enabling company directors to make rational and reasoned choices, in order to prioritise those markets with the most potential.

Objective and rigorous, combining the tourism marketing of the territory with retail marketing, this methodology highlights the key points of most relevance to the directors. They then have the necessary elements to undertake their approach targeting the countries with the most potential.

Moreover, the methodology and analysis grids, drawn up country by country, identify areas for improvement and measures the affordability ratio with regard to the pre-established objectives.

Selling to tourists in Paris constitutes a cross-functional, atypical, innovative project, conveying meaning and optimism. Integrated into the company’s strategy, it involves several divisions and is generally led by senior management.

The 3 phases of the methodology

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Strategic support in the decision-making process

1.1 Understanding of the strategic objectives
1.2 Identification of the company’s potential with regard to the tourism target
1.3 Prioritisation of outbound markets
1.4 P&L

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Design of the marketing action plan

2.1 Support in rolling out the project across the company
2.2 Marketing action plan per market
2.3 Communication concept and strategy

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International multimedia communication

3.1 Graphic design
3.2 Variations across the different media selected
3.3 Media buying
3.4 Coordination and monitoring
3.5 Traceability, measurement and assessment

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PERSONALISED WELCOME AND REINFORCED BRAND EXPERIENCE

APPEALING TO THE MILLENNIALS

Always on the hunt for meaningful and original experiences which reinforce their individual and social identity, millennials want to steer clear of the beaten track taken by their peers…Travel is an opportunity for unforgettable experiences. They have complete freedom in their actions, access to information and choice

SHANGHAI EMBLEMATIC CITY

Shanghai is the place to be, a symbol of the economic boom and modernity. It is an ideal playground for brands. With its local partners, Maxity offers highly-targeted strategies and action plans rolled out across digital and traditional media.

BRAZILIAN TOURISTS TOP OF THE BIG SPENDERS

With their very specific spending habits, Brazilian tourists in Paris are the biggest spenders as they don’t hesitate in going “beyond the set budget” if they find the emotion, empathy and service they are looking for.

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IN THE FOREFRONT
  • When the world’s cards are redistributed, the rules of the game change too. We have to learn them if we want to stand a chance of winning.

    Bernadette Dortu
    Maxity Managing Director