Plan de mejora para potencializar la marca “Boyacá es para vivirla” mediante plataformas audiovisuales.

Abstract

The brand “Boyacá es para vivirla” was created to attract tourists, but its potential has not been fully realized. A review of its digital presence shows low interaction, highlighting the need to strengthen its strategy. Based on an academic internship at the Tourism Secretariat of Boyacá, as part of the International Business program at Universidad Santo Tomás Tunja, a plan for improvement was designed to integrate the brand into a territorial marketing strategy that leverages social media and audiovisual media. The plan is structured in three phases: information gathering, strategic diagnosis, and development of a technology-focused improvement plan. The goal is to enhance "Boyacá es para vivirla" through audiovisual campaigns on Instagram, YouTube, and TikTok, using strategies such as Inbound Marketing, Content Marketing, and Storytelling to generate engaging content, including promotional videos, 360° virtual tours, live broadcasts, and collaborations with influencers. Additionally, programmatic advertising and retargeting techniques will be employed to reach specific audiences and increase interaction. Tools like Hootsuite and Buffer will allow for scheduling, monitoring, and analyzing campaigns in real time, adjusting strategies to maximize impact. This approach aims to strengthen the digital presence of "Boyacá es para vivirla," improve its visibility, and attract more tourists through compelling visual communication aligned with current digital marketing trends. With these strategies, the goal is to effectively position the brand and contribute to the economic and cultural development of Boyacá, strengthening its identity in both national and international markets.