Agencia
Ubicación
Contagious Mediterranean Attitude breaking with the visual codes and tone of the last few years
Challenge
The Valencian Community is a unique place. But if there is something that makes this destination special, it is its way of being forged in the Mediterranean, a Mediterranean attitude that you have regardless of where you were born.
A destination with such a unique spirit needed a campaign with its own character, capable of conveying that way of understanding and living life and infecting the public with that attitude.
The Mediterranean diet, recognized as a World Heritage Site, the joy and hospitality of its inhabitants, its more than 320 days of sunshine a year, its endless beaches and villages with history, make the Valencian Community a destination that captivates those who visit it. We needed to create a narrative that would cross borders and also appeal to international tourists.
A fresh, authentic, international campaign with the potential to become a musical hit.
Solution
The Mediterranean Attitude is so contagious that our British family, the protagonists of the spot, have let themselves be carried away by this unique way of living life, spending a vacation in the Valencian Community that absolutely flees from monotony.
In this way, we took the brand claim “Mediterranean Attitude” to its maximum expression, with the creation of an ad hoc, catchy song that puts in focus the unique qualities of the destination: its light, the popular festivals and its characteristic lifestyle. This song, designed specifically for the campaign, deserved its own choreography. Dance moves, which merge throughout the spot and have the potential to make it a hit on digital platforms.
The vibrant color palette, our characters, the locations and a music and dance created for the Valencian Community, have been the ingredients of a spot that invites you to visit and adopt the Mediterranean attitude as a lifestyle.
The campaign has been adapted to hundreds of pieces for various online and offline media, segmented according to tourism products and different target audiences. It includes a 60-second main spot for national and regional TV broadcast, with 30- and 20-second adaptations and four 20-second spots dedicated exclusively to highlighting key tourism products. The visual proposal is complemented with 80 graphics, 243 digital banners and 12 commercial spots.
In addition, it has been designed with a long-range strategy, thus betting on strengthening the positioning of the Valencian Community, nationally and internationally, as a tourist destination throughout the year, and not only in the summer season.
"After four years of campaigning, we faced the challenge of creating something different, that would challenge the codes of previous years and cross borders. The result: a campaign born from the personality of the destination, whose lyrics, music and dance are not only contagious, but also its way of life".
Account Manager
Serviceplan Spain
Key Takeaways
#1
Creation of an aesthetic and tone that breaks with the last 4 years.
#2
Ad hoc song and choreography for the campaign.
#3
A campaign that connects with the international market.
