Dakari Brand Experience

"We present the first premium firm in the Mice sector"

Vanesa Doñabeitia - Director Mice Division Dakari Brand Experience

What area does Dakari Brand Experience lead within W2M?

Dakari Brand Experience is the Brand Experiences firm within the World2Meet distribution division, the travel division of the Iberostar Group.

How have you managed to generate so much anticipation and revolutionize the Mice sector with the launch of a new brand?

We are very pleased with the reception of the launch of Dakari Brand Experience, which represents a new image in the Mice sector. Our new logo concept and the new brand icon, the dandelion, will accompany us in our mission to fulfill the wishes and dreams of our clients. The dandelion evokes those moments of childhood happiness when, by blowing it, we trusted in its power to grant wishes and fulfill dreams. Dakari means happiness, and today that trust and power are represented in our brand.

The revolution is mainly due to the need for transformation in the Mice sector. The new market paradigm positions us as the only firm in the premium segment that accompanies brands in reinforcing their purpose and values, building their legacy through exclusive brand experiences designed with their personal stamp.

We have launched a new value proposition created with a revolutionary structure that has as a differentiator a new area of research, development, and innovation, and a new customer experience area that offers the best customer experience through specialization. We have great innovations that our clients will be able to live and enjoy.

Why have you decided not to be just another brand within the generalist positioning immersed in the Mice sector?

After conducting extensive research to identify client needs through a variety of channels, working with large consulting firms to deeply analyze the Mice sector, and researching our customer archetypes, there is no doubt that this new positioning was a necessary change.

Priorities have changed, and it’s important to remember that the sector already has a covered portfolio of partners in the generalist segment, but it does not cover the premium segment, which clients demand when investing in creating Mice actions as a tool to project their brand. The positioning of our brand, Dakari Brand Experience, is to elevate the category to excellence, exquisiteness, and exclusivity so that brands can shine more than ever.

We prioritize quality over quantity. We do not want to be the biggest in managing business volume; the market will position us. Our goal is to offer the best customer experience.

What is Dakari Brand Experience’s specialization?

At Dakari Brand Experience, we also innovate in this regard and have created four areas of specialization strategically designed for the client to achieve their goals. Each of these four areas has its own structure, formed by expert teams in each segment.

Dakari Brand Shows, where we address brand shows with the essence of communication, and represents our specialization in large-format corporate events. We avoid the word events, since it represents all kinds of occurrences, even if they are not corporate. Nowadays, a family gathering, a birthday, is an event, and our goal is to develop and reflect the prominence of brands.

Dakari Brand Journeys is the product range for incentive trips, and here we change our focus to make brand trips through a sensory and emotional experience.

Dakari Meetups includes limited edition leisure encounters. We talk about musical, sports, gastronomic, and cultural experiences that we create so that brands can project their image in collection experiences.

Dakari Meetings are corporate meetings with the essence of addressing the strategic plan of companies.

Based on these four pillars, we cover all the brand experiences of our clients, always with a highly experienced team that has absolute mastery in competencies, skills, and a high development in soft skills. And all of them come with our most differentiating bet: an R&D+i substructure that nourishes them, consisting of five departments that operate organically: Suppliers Relationship, Market Lab, Creative Studio, Stage Production, and Technology Innovations.

We understood that it was the only way to offer the best value proposition in the sector.

What is the brand purpose of Dakari Brand Experience, its reason for being and birth in this paradigm during the pandemic?

Our purpose was born to help humanize brands from the inside out through our human to human model. Brands need to transcend to grow, and for that, it is essential that they manage to create emotional bonds between them and their users. All brands want to be human, but few achieve it. We must genuinely care about the well-being of our teams and show that people matter. And our trips and brand experiences are the perfect tool to achieve it.