2019 – 2020
the communication plan
and a distinctive narrative
With three goals (defining a communication strategy, repositioning the brand and increasing its relevance) in mind, the Geoparc Orígens management body asked us to draw up the communication plan for the next three years and create the storytelling.
In April 2018, Unesco decided to classify the Conca de Tremp-Montsec region in Catalonia as a Geopark and add it to the Global Geopark Network. Geoparks are internationally-renowned geographical areas with great geological wealth and significant natural, historical and cultural heritage. This was the culmination of a project launched three years earlier involving 19 municipalities in four counties. At that time, the official name was the Geoparc de la Conca de Tremp-Montsec, but the management body decided to change the branding strategy and create the Geoparc Orígens, brand, which has been validated by Unesco this year.
This strategic change influenced the drawing up of the communication plan. The name Geoparc de la Conca de Tremp-Montsec was already established in the collective imagination, so a rebranding strategy was required to build a solid brand to replace the previous one and, at the same time, enhance its visibility.
We analyse to build
We begin building by means of analysis. The process of creating the storytelling and communication plan began with a painstaking diagnosis of the brand’s health and the communicative needs of Geoparc Orígens, working in the field. We met all the stakeholders to listen to and understand their different sensitivities, combine inputs and incorporate this valuable information into the design processes of both documents.