The challenge
How can we sell in a society that tend to reject and show indifference to people who are / have lived on the street?.
Analysis
Prejudices, the truth, he / she, I, honesty, simplicity, proximity.
Solution
The guides had been homeless, this is a real fact and Why do not explain it to the clients? Actually, this is the main difference between other tourism services. Having lived on the streets can bring with some positive advantages: these guides are authentic street experts, they can tell endless stories of Barcelona in an original perspective. In addition, if you trust in them you will be supporting a good cause.
How to communicate it? Recycled materials, wrinkled textures, natural images of the guides during their visits, smiling and caring, etc will provide an honest image. Newsletters, website, business card, mass media, training program will be their graphic support.
