Last March, Paradores presented its new brand positioning, under the concept “Paradores, for everyone. For all”, devised by the Darwin & Verne agency. With it, it is transferring its modernization process, both of its accommodation and its communication, and inviting all travelers to discover its proposal. Within this framework is the first piece of its seasonal campaigns for this year, dedicated to spring and made by the photographer and filmmaker Eugenio Recuenco.
The public company is committed to photography to continue evolving its creative language, with an artistic proposal that reinterprets its universe from the real image. Recuenco has been inspired by the aesthetics of the late 19th and early 20th centuries to evoke the world of discovery to which a stay at Paradores can open the doors.
Photography combines the dreamlike and the tangible! and elevates the brand towards fantasy and the aspirational. In line with the “Para…” concept, which is a play between the name of the brand and its ambition to become a common space that welcomes multiple ways of traveling, the graphic incorporates the claim “Paracurious of spring”.
The structure will be repeated for the next seasons, whose photographs have also been taken by Eugenio Recuenco.
“This spring, at Paradores we take another step in our way of telling stories“; they have commented from the company through Instagram. “Spring becomes an invitation to discovery, to look with different eyes and to be surprised.He assures that the campaign reflects the beginning of a new creative stage together with “one of the great references of contemporary photography“, with a proposal developed by Darwin & Verne and “materialized through his unique look”.
As explained by Paradores in a statement, the aim has not been to represent the destination literally, but rather to reinterpret the universe of accommodations through composition and detail. The work process has opted for craftsmanship and experimentalism, for theatricality, resorting to materials such as cardboard or the use of natural light, which, as they explain, connects with a more slow and careful way of doing things, in line with the brand’s values.
“It has been almost like working in a photographic studio at the beginning of the 20th century, with natural light, with materials like cardboard, sometimes with a spotlight and always looking for the best place for each element and a surprising result even for us.“, commented Eugenio Recuenco.”It’s very nice to come across projects like this, because it doesn’t happen many times in advertising. It’s lucky to be able to work this way”.
The photographer, who among other things has been awarded the ABC National Photography Award (2004), at the El Sol festival (2009) and at Cannes Lions (2006 and 2013), assures that the process, added to the styling. They provide a timeless dimension and reinforce the visual universe of the campaign. In this way, it has been possible to build an image that shows, suggests and connects with the imaginary of the trip from an emotional perspective.
From Paradores they point out that the commitment to photography explores a new way of building their brand universe. In this case, spring is presented as an attitude associated with discovery, exploration and wonder, which allows it to elevate its discourse from product to belonging. It proposes a new connection space, encouraging all types of audiences to experience the brand from different motivations, without forgetting the essence of Paradores.
The photography campaign reflects Paradores’ legacy in the use of illustration. On previous occasions the brand has collaborated with graphic artists for campaigns such as “Protectores” or “Veraneadores”. And although artificial intelligence has been used for the initial approach, the result is a collaborative and artisanal work. “It didn’t fit to use AI because a certain imperfection, humanity and closeness have been sought“, says Recuenco in conversation with reason.Why. “And that has allowed us to create and discover, which is precisely the message that the campaign launches”.
Recuenco’s photograph serves to communicate the launch of a special promotion aimed at boosting reservations at Paradores for spring. As they point out, they offer stays from 80 euros per night for those reservations made between April 14 and 23 through the Paradores website and for travel until June 18. This promotion applies to the Paradores of Albacete, Ayamonte, Corias, El Hierro, Ferrol, Fuente Dé, Gredos, Lorca, Soria, Tortosa, Verín, Vilalba and Villafranca del Bierzo.
Paradores also offers stays at prices of €85, €93 and €102 at other points in its accommodation network.
