TECHNICAL REQUIREMENTS CREATION OF THE

PAMPLONA, WRITING, DESIGN AND EXECUTION OF A DIGITAL MARKETING PLAN,

CREATION OF AN IMAGE AND VIDEO BANK, DESIGN OF A TOURIST WEBSITE

OF PAMPLONA AND A SALES PLATFORM, WITHIN THE FRAMEWORK OF THE

RECOVERY, TRANSFORMATION AND RESILIENCE, FUNDED BY THE EUROPEAN UNION

– NextGenerationEU and the definition of the technical conditions that should govern the works

of design, planning and execution of the aforementioned services to improve the

on-line positioning of the Pamplona brand as a tourist destination.

Creation of the new Pamplona Brand. The purpose of the following contract is the development of the strategic proposal, conceptualization and creation of a new, clear, differentiated and attractive brand for Pamplona that contributes to the positioning of Pamplona in national and international markets.

The new brand universe of Pamplona must contemplate concepts such as quality of life, the well-being of citizens, healthy environments, local and quality gastronomy, sustainable mobility, healthy tourism, etc. Concepts that must be able to incorporate other unique concepts of the city such as its walls, its culture and, of course, the Sanfermines.

This lot includes the contracting of the services of definition, conceptualization and execution of a Digital Marketing Plan that helps to deseasonalize and offer a new tourist positioning of the destination, projecting the rest of the tourist products that the destination has.

Since the emergence of the Internet, the tourism sector has undergone a significant and continuous transformation, marked by the pace of the evolution of digitalization, affecting both the industry and destinations and, above all, tourists. We are facing a tourist totally digitized and always on. Along with this, the great development of smartphones has transformed tourists into true Adprosumers, who from the palm of their hand can consult, book, pay and review. In addition, the great acceleration that has occurred in the digital transformation after Covid-19 has further increased the use of technology at all stages of the journey.

Pamplona does not have a specific tourism website, with a section dedicated to tourism within the municipal website. This fact means that, under the same domain and site, the citizens of Pamplona and tourists share the same portal for two profiles that are so different. On the one hand, citizens consult the municipality's website for administrative and management purposes, while tourists need information about resources, visitable spaces, agenda or company guides.

Given the great tourist dimension that the city of Pamplona is acquiring, together with the need to improve its tourist positioning and brand recognition, it is considered necessary for the city to have a specific tourism site, in which the tourist experience of the destination can be transmitted in a better way.

The company awarded Lot 4 of this technical specifications will be responsible for offering the license to use a SALES PLATFORM, management of the payment gateway for the sale of tourist activities, the adaptation of the system to the technological requirements of the website and adaptation of the design to the new institutional image developed in the Corporate Identity Manual of the city of Pamplona.

Lot 5 includes the contracting of services for the creation of a multimedia bank of photographs and videos of the tourist destination Pamplona and its main tourist products.