Positioning
The Bono Iacobus came about to support the promotion and commercialisation of tourist packages in rural Galicia, linked to the different pilgrimage routes known as Camiños de Santiago.
With the Bono Iacobus, users can walk the Pilgrims' Road to Fisterra/Muxía and guarantee a good night's rest at the end of each of the five stages that make up the route.
Five lovely rural hotels where you can rest and get your strength back to face each of the stages into which the 134 kilometres are divided up, in an environment of incomparable beauty and marked authenticity.
The Bono Iacobus is conceived as an ideal product to merge two different kinds of offer: Rural Tourism and the Pilgrims' Route to Santiago.
Communication
Once the different kinds of target market for the Bono Iacobus had been decided on, the different ways of selling it were established after analysing three alternatives according to possible orientations:
Orientation towards rural tourism users: the values of the Pilgrims' Route to Santiago are added to Rural Tourism:
Rural Tourism on the Pilgrims' Route
Orientation towards people who might make a pilgrimage: the idea is to keep the essence of the pilgrimage, walking, adding the plus of the comfort provided by rural tourism, which means you don't have to worry about where to sleep once you have walked the day's stage:
Just Walk
Orientation towards both sectors: the idea is to suggest aspects valued indistinctly by both kinds of public: direct contact with nature, interest in enjoying the landscape, peace and quiet, being far away from daily racket and the unique nature of an experience such as walking the Pilgrims' Route:
Walk, Feel. Rest