Things Get Better

The president of the Mallorcan hotel federation is concerned; the Spanish tourist office in London is worried. You wouldn't really expect them to be feeling any differently - or would you? No, I didn't think you would. The theme is the same, only the contents differ; 2009 is likely to be a difficult year. Er, yes, I think we've probably all gathered this. Maybe tourism minister, Miquel Nadal, was right when he tried to persuade the media to be more "responsible" in its reporting of what he maintains will not be a "disaster" (2009, that is). Or do the stories indicating a bad season at some point just become so repetitious that people switch off? I know I have. When Antoni Horrach, the hotel federation president, speaks of tour operators cutting capacity and flights, it's really the same old news. Equally when the tourist office says that market conditions are tough because of the credit crunch and the euro-pound situation, it is not only the same old news - ad bloody nauseam - you do actually begin to lose the will to live.

Listen up - WE KNOW THIS. It is not necessary to keep on repeating it.

It only becomes necessary as a means of filling space in newspapers. Though Sr. Nadal was being vaguely censorious with his desire to see the media acting in a way that kept the bad news at bay, I do now start to sympathise with him. Not because bad news should not be reported, but because of the sheer monotony of the message. The fact is that until the season is under way, we aren't really going to know. The chances are that things will be better than thought; that many holidaymakers are holding off making their purchases just yet; that the tour operators can make additional capacity if there is the demand; that Mallorca is still a place that attracts those holidaymakers, despite the market conditions and despite Turkey and other non-Euroland destinations.

Sr. Horrach featured in a lengthy interview in "The Diario" yesterday. Why there were no questions about all-inclusives I'm not sure; it would have been one of the first on my list. He didn't really have much of interest to say, but one thing stood out, and this was when he was talking about the promotion of Mallorca. He described the Mallorca "brand" as the "Coca-Cola" of Mediterranean tourism. What does that mean? Sickly sweet and doesn't do much for your teeth or your waistline? He meant, at least I assume he meant, that Mallorca is known by everyone, in the same way that Coke is. Of global brands, Coca-Cola is one that has universal recognition. And why? Because they keep promoting it and keep creating an image which, despite the obvious unhealthiness of the drink, is still valued and trusted. You might think that Coke has long not needed promotion, but that's where you would be wrong, because the constant promotion, the constant position in the consumer's front of mind is what maintains the brand's strength. It's a damn good analogy that Sr. Horrach is making, or it would be if Mallorca had maintained the same level of intensity in its promotion. It may not be comparable to Coke, but - as a brand - Mallorca certainly has its recognition. And what Sr. Horrach didn't say was that Coke has maintained its awareness and its position in markets through a consistency of message. When Coca-Cola attempted to introduce "New" Coke some years ago, the company faltered, as did its marketing message. New Coke was dropped. The same applies, or should, to Mallorca, and that is the core value, the core attributes of the Mallorca brand, which remain those that have existed since the advent of mass tourism. It is for this reason that to start modifying the brand, playing with it in terms of "alternative" tourism is such a very dangerous move. Mallorca is known, very well known. Don't go messing around with its brand image - "new Mallorca"; don't go there. And, as importantly, devote the promotional budget to the Coca-Cola-isation of the Mallorca name - one of sun, sea and fun. Things go better, things get better (see the quiz question); it doesn't all have to be gloom.


QUIZ
Yesterday's title - MGMT, "Electric Feel" (http://www.youtube.com/watch?v=UtUI5MC9tVM). Today's title - not quite "things go better" (as in with Coke) but nearly. This is a line from an all-female, R&B charity song from last year.

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