Restructuración de la marca y propuesta de medios promocionales para la Operadora de Turismo Puruha Razurku de Chimborazo.

Abstract

This paper aims to restructure a brand and propose a set of graphic elements in order to reposition and raise the level of recognition of the company and the services offered by the Community Tourism Operator "Puruha Razurku" of the city of Riobamba. For development we used printed lethargy (corporate identity manual, poster, brochure, publication of magazine, billboard) and multimedia (multimedia album, website, video documentary) with the help of software packages PsSuite CS4 Adobe (Photoshop, Illustrator, Flash, Audition, Premiere, Dreamweaver), MySQL and Joomla. For the market study we used the inductive method and techniques such as surveys and observation for the design of the graphic techniques used in 2D animation, layout of print, multimedia, web, color theory, use of fonts, editing audio and video, all geared to tourism advertising. In the preliminary analysis determined that only 35% of the tourists who occupy the services of the company identified the operator and the services offered. The study of media was determined that the best communication channels for this type of activity are the print media and multimedia, so that a billboard design, brochures two models, four models of postcards, promotional calendar, a poster , a multimedia disc, a video documentary and a website. After the campaign was conducted to assess the level of recognition and identification of the company and the services it offers coming to determine that 95% of tourists who use the services of Puruha Razurku clearly identify the company and the services it offers. The design of the new corporate identity and publicity provided parts made clearly helped to improve levels of recognition and identification in the company's target audience. It recommended new partnerships with national and international operators to expand the customer base and promote the services offered by this company.