Vive la cultura intensamente

Director: Contrapunto BBDO

Producer: Turismo de Andalucía

Country:

Synopsis

Introducing a spot that did not communicate a product or a tourist destination, but everything it makes you feel. Because beyond its tourist offer, Andalusia has a special magnetism that gets transmitted to everyone who visits it. It’s a way of life.

Because it doesn't matter how many places you've been, how many monuments you've visited, how many photos you've taken or how many videos you've recorded.

It's not what you have, it's what you feel...

Because living is not the same as living intensely.

Objectives

Consolidate Andalusia's tourist offer with the lowest budget in the last 20 years. 

The spot raised brand awareness and achieved its objective of repositioning Andalusia as a modern destination, giving it a different image from the sun-and-sand destinations.

The campaign as a whole obtained €176,15 in revenue for every €1 invested and over €66,000,000 of unplanned revenue generated by the new tourists compared to the same quarter in 2016.


SOURCE: AENA, SAETA.