“Seeing you in Valencia makes our hearts happy” is the motto of the campaign launched by the city to reactivate tourism and attract visitors to the region, and boost the local economy by promoting consumption in local businesses and restaurants. This is Valencia’s commitment to boost tourist activity after the impact of the Dana at the end of last October.
“They haven’t been easy times, but there is something that always lifts our spirits: seeing you here. Walking through our streets full of history, enjoying our unique architecture, savoring every dish, every drink, every moment”, they point out from Visit València along with the published video. “Valencia is not just a place, it is an experience. It is hallucinating what is ours and connecting with ours. It’s smiling, getting excited, starting over. Whether you come for the first time or repeat your destiny, now more than ever, seeing you here makes our hearts happy.”.
As the Visit Valencia Foundation explains in a statement, this is the city’s largest tourism campaign in terms of budget: 1.5 million euros. The objective of the campaign is to convey a clear message: that Valencia continues to be an essential destinationwith the capacity to contribute not only to economic reactivation, but also to the emotional well-being of those who live there.
“We want to reach all target markets, national and international, and show that our city remains the same, show the world all our energy, what we are, our traditions, our gastronomy, our culture and, above all, that we are still here, standing, and more proud than ever of our people”said María José Catalá, Councilor for Tourism, during the presentation of the campaign.
To communicate all this, a optimistic, close and emotional tone that focuses on the qualities of the city, such as culture or gastronomy. In addition, it conveys the idea that visiting Valencia is an experience, not only for the tourist, but also for the neighbors. A message that becomes relevant in full economic and social recovery after the impact of the damage.
“Each tourist action accelerates the recovery of families and businesses, helping to restore jobs, give hope and show the world the resilience of the city.”; explained by the Visit València Foundation in the statement. The tourist authority encourages travelers to visit the city and feel part of the reconstruction of destiny.
The campaign will be active during 6 weeks and will run on 22 markets from Europe, America and Asia. It will have more than 50 actions, which will include the spot, outdoor advertising in cities such as Dublin, New York, Miami, Rome or Manchester; and content campaigns in media such as The New York Times, Die, Zeit, Le Figaro, The Telegraph either The Herald of Mexico.
It will also include special actions such as workshops, attendance at national and international tourist fairs, or sponsorships, such as the Under-18 Hockey competition.
