Posicionamiento del Santuario del Guayco mediante la creación de marca y estrategias publicitarias digitales.

Abstract

In this curricular integration work, it was developed brand and digital advertising strategies to position the Sanctuary of the Virgen Del Guayco as a religious tourist attraction. It began with literature and field research through different techniques such as surveys and interviews, through these data obtained allowed determining the target audience, their preferences, and needs, in this case, the age range of the men and women were from 30 to 45 years old, the inhabitants of the provinces of Bolívar, Chimborazo, Tungurahua, Los Ríos and Cotopaxi are the ones who visit the sanctuary. They mention that they do not know any brand representing the place and they have not seen publicity about Sanctuary of Guayco by any means of communication, for this reason, they consider it necessary to create a brand and the application of advertising strategies to attract more tourists. After evaluating the results obtained in the surveys and interviews, it determined the brand of the Sanctuary should have the name Guayco as the protagonist, as well as an icon that represents the Virgin and the architecture of the place, with these data we worked with Bruce's Archer methodology for brand development. The visual identity, graphic line, applications, and a content advertising strategy with Social ADS were carried out, directly focusing on social networks so the Sanctuary stands out and positions in the mind of the target audience. The application of this project is recommended based on the visual communication needs presented by the Sanctuary of Guayco.