1. beFRESCO designs destination marketing strategies to leverage travelers' influence on social media on a massive scale. 2. Travelers are increasingly relying on social media to choose destinations and share their travel experiences, making social media an important new marketing tool for destination management organizations (DMOs). 3. beFRESCO's strategies for DMOs include grouping travelers by their motivations for sharing, identifying storytelling opportunities for destinations, developing editorial guidelines for creating shareable branded content, maximizing mobile app engagement through gamification, and setting milestones and key performance indicators to ensure success.

1. beFRESCO
for DMOs
Federico Pareja and Carlos Perez for beFRESCO.com

2. beFRESCO designs destination strategies
to increase travelers' influence
on a massive scale

4. The Social Traveler

5. Travelers are becoming
Social Travelers, people that trust
other people to choose destinations
and travel options, and share with others
their experiencies

7. Travelers’ passion for live sharing
has become DMOs' newest,
most powerful marketing tool.

9. Success in Social Media occurs
because thousands of contents
are shared hundreds of times

11. Search Trends

16. What we do

17. 1
We group DMO's travelers according
to Motivation for Sharing (MOSAI)

18. © Lila Ortega and Carlos Perez for beFRESCO

19. © Lila Ortega and Carlos Perez for beFRESCO

20. 2
We identify destinations' storytelling
opportunities

21. “kitchen+temple: a city tale with
two thousand years of history”

22. “kitchen+temple: a city tale with
two thousand years of history”

23. “sand storytelling:
so many things to say”

24. 3
We design editorial guidelines
to produce/curate
shareable branded contents

25. Pur pose
Communicate
TO BE SHARED

26. Focus
Place
MY EXPERIENCE

27. Funct ion
Top of Mind
RELEVANCE

28. Aut hor ship
Me
US

29. “How to Add
User Generated Contents
without losing
Brand Identity”

30. Content adapted to
Sales Funnel Stage

31. 4
We maximize mobile app engagement,
and strenghthen travel experiences
through Gamification solutions

33. 5
We set milestones and KPIs
to ensure adequate monitoring and success

35. Content + Apps + Engagement
=
Massive Brand Advocacy

37. beFRESCO places the Social Traveler
at the center
of DMOs' marketing strategies

39. Carlos Perez is a Social Media Stategist and Content Marketing developer, helping B2C leading international brands to design and
implement SM campaigns based on quality contents and social currency. Throughout his career, he has worked at key managerial and
consulting positions, developing innovative approaches to move brands and organizations forward, implementing effective teamwork
practices and protocols to ensure success.
David Walker has launched and managed internationally known magazines and media brands throughout Europe, Latin America, the
US, and Asia. As the editorial and publishing director of one of the world’s largest travel guide publishers, he brought the world’s best
known travel guides into the US market, and as an established content and editorial director, he brings content-first and brand-sensitive
editorial management to beFRESCO’s world-wide network of content providers, bloggers, travel writers, photographers, and passionate
amateur travelers.
Federico Pareja is a highly skilled marketing professional with over 13 years of international experience. He holds deep knowledge of all
aspects of marketing and communication, including advertising, PR, market research, branding, printed, online and social media. He
has worked as an independent consultant, mainly with clients from the editorial, fashion, cinema and tourism industries. His portfolio
includes brands/companies such as: Pandora, Lise Charmel, Mexican Tourist Board, Fous/Edipresse, Colombia Tourist Board, and V
Magazine, among others.
Alex de Waal has over 20 years of global strategic management experience in Tourism & Hospitality industries and extensive
experience in reading commercial context and engendering long term thinking and actions within organisations. He is a recognised
leader in the Australian destination management sector having directed Tourism Queensland’s global marketing efforts. Alex also
conceived and implemented the Australian Tourism Data Warehouse, the Australia’s national platform for digital tourism information on
Australia. Alex brings a wealth of hands on hotel, travel wholesale & retail as well as destination management experience to
beFRESCO clients.
befresco.com