“There are places where only cinema takes you. Well, and Renfe”.

Over the last few months, this claim is what has strengthened Renfe’s relationship with the film industry in our country, one that has been going on for years and that occupies a prominent place in the railway operator’s marketing strategy. The phrase has also highlighted the capillarity of its transportation network and its ability to connect the different parts of the country.

He has also been the protagonist of an advertising campaign developed together with the creative agency Sra. Rushmore. Renfe has activated pieces that highlight the scope and variety of destinations that can be reached thanks to its trains coinciding with the Sitges fantastic film festival, which took place between October 9 and 19; B-Retina, the B film festival in Cornellà, which was held from September 8 to 21; o Suncine, the international environmental film festival, which takes place between November 9 and 23.

The campaign has been activated in magazines Frames and Cinemaniatwo of the most popular publications focused on the film industry in our country. They have included among their pages the graphic creatives created to accompany the main events related to cinema that take place in Spain.

The pieces, in addition to including the aforementioned copy, include the striking image of some emblematic, but also something remote, place in our country. They indicate its name and the nearest train station, as well as lighthearted allusions to the film or television productions that took place there.

For example, one of the graphs shows San Juan de Gaztelugatxe, whose closest station is Bermeo and where scenes from “Game of Thrones” were filmed. He makes reference to the popular series by pointing out “You can visit it in summer or when the winter is coming.”
The same happens with the Sad Hill cemetery, in Burgos. His creativity indicates that the closest station is Santo Domingo de Silos, and a classic Western was filmed in this location. He refers to this with “You can visit it whether you are good, ugly or bad.”

The pieces, as they move from Mrs. Rushmore to reason.Whythe graphics have been executed taking into account both the location where the event is held and its theme. In this sense, within the framework of the Sitges festival, Renfe activated in Fotogramas the graphic that shows the Patarríu Palace, where “The Orphanage” was filmed. The emblematic film by JA Bayona is alluded to with the phrase “You can visit it, but be careful with imaginary friends.”

The objective with this is to establish cinema as Renfe’s common thread with all regions of Spain, thereby deepening the operator’s link not only with Spanish geography, but also with culture. The campaign also highlights the role that Renfe plays in the structure of Spain. Faced with competition, which focuses on the most popular or busiest destinations, Renfe, as a traditional operator in our country, reaches all types of places in our country through its different modalities.

The campaign delves into the relationship that Renfe has established with cinema over recent years, establishing itself as a sponsor and official transport of notable events such as the Sitges and San Sebastián festivals, or the Goya Awards.
Likewise, the campaign also extends the relationship between the operator and Fotogramas. And Renfe has been sponsoring the publication’s annual calendar for at least two years.

The idea embraces the trend of so-called film tourism, that is, tourism motivated by visiting those places where users’ favorite films or series have been filmed or are set. Over the last few months, destinations such as the United Kingdom with the “Great Britain protagonist” campaign, or New Zealand have explored this approach.