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For that, I would go with a combination print and Internet campaign. Target magazines like The New Yorker (in the U.S.) where you'll find a lot of readers who travel. Any magazines or web sites that are recreational in nature should fit what you need.
The prospect is anybody who travels to spain, I believe it does not matter how we reach him/her. This could be through an online channel, print, teletext, radio, etc.
What it is important is that the bookings are all made online, with a call center baking it up.
I sincerelly believe the secret of all of this is INTEGRATION of all the channels. Simple thing that we sometimes forget...