For adventurers, for classics, for families, for friends…. Paradores ensures that it is for everyone, and it conveys this in its new advertising campaign, with which it invites Spanish society to rediscover the company at a time of transformation ahead of its centenary, which it will celebrate in 2028.
As announced at the end of 2024, Paradores is investing more than 250 million euros in modernizing 50% of its establishments in what it qualifies as being “a historic change” and the “major transformation process of your network“The update, however, is not only physical, since the public company is also renewing its communication.
The brand seeks to move away from its association with a classic idea
It conveys this with the campaign “Paradores, for all. For all”, devised by the Darwin & Verne agency, which has led the new positioning with which the brand seeks to move away from its association with a classic idea and a specific traveler profile, to broaden the vision and show itself as a diverse network and for all types of audiences.
To achieve this, a new brand language has been built around the concept “For…”, establishing a game between the brand name and its ambition to become a common space that welcomes multiple ways of traveling. The ad, which is produced by Isola, presents Paradores as a place where many identities can be recognized by combining “To…” with traveler profiles.
“Tireless adventurers”, “Modern classics”, “Families of all types”, “For friends of history”… All of them have a place in Paradores, and are reflected in different pieces of the campaign that expand the company’s desire to mean different things without losing its essence or legacy.
The idea is also expressed in the visual identity itself, which is adapted as part of the campaign to accommodate each type of traveler and their motivation. Thus, in different graphic media, the Paradores logo will become “Paraventureros”, “Paraclásicos” or “Parasibaritas”, alluding to its role as a gateway to nature, culture, gastronomy, sports, or getaways as a couple, with family or friends.
As the company explains, the name Paradores remains as a root, while the variations reinforce inclusion, provide closeness and modernize the audiovisual codes without breaking with the historical identity. “’For all’ does not mean diluting our essence, but rather expanding it“, explained Raquel Sánchez, President of Paradores, in a statement. “We want to tell those who have always been with us that Paradores continues to be their home and, at the same time, tell those who perhaps have never seen themselves inside that there is a place for them here too.”.
The campaign reinforces the emotional and cultural heritage of the brand, while at the same time raising an invitation to rediscover it and updating its way of speaking so that more people can identify with it. It thus accompanies the process of physical modernization of the network of establishments, which is focusing on efficiency, accessibility and customer experience.
“A public company cannot choose its audience, it has the obligation to work to expand it”
All of this fits, according to the brand, into its nature as a public company. “It is not what Paradores offers, but what each person experiences when they visit a Parador“, commented Silvia Zancajo, Director of Communication and Brand. “It is not about defining a new audience, but about adding views. A public company cannot choose its audience, it has the obligation to work to expand it to society as a whole.”.
The campaign brings to mind the “For All” campaign. devised by McCann Erickson Argentina, which Coca-Cola launched in 2002, and which became one of the most iconic advertising communications, not only of the brand, but of the industry. With it, the brand addressed all types of consumers and presented its soft drink as an element capable of uniting people in something common.
The campaign was updated in 2020 within the framework of the coronavirus; and again in 2025 to continue celebrating human connection.
