Reflection on the business model of the Singular Space for Events and Museums and Training in International Marketing Strategy

Client: Torre Loizaga [Loizaga Tower] – Antique Vehicle Museum

Country and date of execution: Spain, March 2016 – May 2016

Category: Strategic Consulting and Measurement

Description of the Project

Torre Loizaga and the Museum are located in a rural area 20 minutes from Bilbao within the Encartaciones region. Both the tower and the region aim to attract international and national visitors to the region to strengthen the economy of the territory. For this purpose, the tower proceeded to analyse its own product as well as products of the environment with which to complement each other in order to generate products and experiences that fill entire days to favour the choice of staying overnight in the territory or spending at least half a day or full day on an excursion in the territory. The tower works on social sustainability, employing local talent, helping to fix the population, it counts on suppliers whenever possible from the region itself, among other aspects.

The in2destination team conducted a diagnosis of the museum experience and MICE development in the tower and trained the tower management team in internationalization marketing strategy, and MICE strategy development taking into consideration the interests of the property.