The biggest challenge was that before the embargo was eased, it wasn’t possible to market anything to do with Cuba in the US. Another big challenge in this process was to get all the materials in Cuba on time as well as making sure all travellers got the proper reception upon arrival. The added value of Cuba Travel Network as a local organisation quickly became evident in this process, as it works together with locals.
In close collaboration with the client we determined a strategy which speaks to a very clear ‘niche’ target audience. On the basis of travellers’ details/data we have mapped out the process from booking until the stay and filtered out the moments where the added value of CTN is most visible and has the most impact.