THE average Spanish resident will spend between €500 and €1,500 on their holidays this year, with three in 10 set to increase their budget from last year and 16% reducing it.
'You deserve Spain': Ad campaign to encourage holidaymakers to return
18/05/2021
A THREE-MONTH Europe-wide campaign has been launched by Spain's tourist board urging foreign travellers to return, backed by an €8 million investment and social media advertising.
“You deserve Spain,” reads the slogan across different photographs, the most frequently-seen being one of a family, from the back, standing on a beach looking out over the sea.
Instead of the usual bright sunshine, the people in the image are watching what is probably a sunrise over the sea – at least, if it was a sunset, they would need to be on the western shores of the islands or in Galicia.
Director of Turespaña, Miguel Sanz, says the advert has been pinned everywhere from Piccadilly Circus to German buses, and will stay there for the next 10 weeks.
The campaign is mainly targeting its top four European holidaymaker output countries – France, Germany, Italy and the UK – and to a lesser, but still significant, extent, the four main emerging Spanish tourism markets on the continent, Belgium, The Netherlands, Poland and Sweden.
Adverts are tailored specifically towards the four main 'niches' of visitors to the country – young adults, families, adults without children, and the retired population.
Videos and billboards feature people at home 'pretending' to be out for a country hike, whilst actually on a treadmill; attempting to cook but without much success, and simulating surfing on a board lying on the floor indoors.
The picture then changes to these people actually hiking and surfing and, instead of cooking, enjoying local cuisine in restaurants in Spain.
These activities replace the usual scenes of lounging on a beach or by a pool, in a bid to show off a side of Spain that goes beyond mere sun-seeking breaks and to appeal to those who choose their holidays based upon the culture, countryside or cityscape of their eventual destination.
As well as the bustling central-London square, the advert is now emblazoned across buses in Cologne, Düsseldorf and Frankfurt, among other strategic European locations.
The slogan 'You deserve Spain' means, on a subconscious level, the viewer associates travelling to the country as a 'reward', and creates the idea in his or her mind that they need to practice a little self-care after the challenges of the long pandemic year.
It talks to the viewer personally, like a concerned friend telling him or her to look after themselves and treat themselves, because they have either 'suffered enough' or 'worked hard for it'.
Tourism and industry minister Reyes Maroto says the slogan also generates a sense of 'trustworthiness, quality and safety', in an attempt to 'get holidaymakers to overcome their reticence of travelling or going abroad'.
“Spain is ready now to open itself up to the world,” assures Sra Maroto.
Related Topics
A THREE-MONTH Europe-wide campaign has been launched by Spain's tourist board urging foreign travellers to return, backed by an €8 million investment and social media advertising.
“You deserve Spain,” reads the slogan across different photographs, the most frequently-seen being one of a family, from the back, standing on a beach looking out over the sea.
Instead of the usual bright sunshine, the people in the image are watching what is probably a sunrise over the sea – at least, if it was a sunset, they would need to be on the western shores of the islands or in Galicia.
Director of Turespaña, Miguel Sanz, says the advert has been pinned everywhere from Piccadilly Circus to German buses, and will stay there for the next 10 weeks.
The campaign is mainly targeting its top four European holidaymaker output countries – France, Germany, Italy and the UK – and to a lesser, but still significant, extent, the four main emerging Spanish tourism markets on the continent, Belgium, The Netherlands, Poland and Sweden.
Adverts are tailored specifically towards the four main 'niches' of visitors to the country – young adults, families, adults without children, and the retired population.
Videos and billboards feature people at home 'pretending' to be out for a country hike, whilst actually on a treadmill; attempting to cook but without much success, and simulating surfing on a board lying on the floor indoors.
The picture then changes to these people actually hiking and surfing and, instead of cooking, enjoying local cuisine in restaurants in Spain.
These activities replace the usual scenes of lounging on a beach or by a pool, in a bid to show off a side of Spain that goes beyond mere sun-seeking breaks and to appeal to those who choose their holidays based upon the culture, countryside or cityscape of their eventual destination.
As well as the bustling central-London square, the advert is now emblazoned across buses in Cologne, Düsseldorf and Frankfurt, among other strategic European locations.
The slogan 'You deserve Spain' means, on a subconscious level, the viewer associates travelling to the country as a 'reward', and creates the idea in his or her mind that they need to practice a little self-care after the challenges of the long pandemic year.
It talks to the viewer personally, like a concerned friend telling him or her to look after themselves and treat themselves, because they have either 'suffered enough' or 'worked hard for it'.
Tourism and industry minister Reyes Maroto says the slogan also generates a sense of 'trustworthiness, quality and safety', in an attempt to 'get holidaymakers to overcome their reticence of travelling or going abroad'.
“Spain is ready now to open itself up to the world,” assures Sra Maroto.
Related Topics
More News & Information
SPAIN'S State post office has launched a new solution for passing travellers who do not want to lug their suitcases around: Lockers for bags are now provided, with prices depending upon weight.
IF YOU'RE in the Comunidad Valenciana any time between now and the early hours of March 20, you may notice an awful lot of noise and colour on the streets. It's the season for the region's biggest festival,...
SPANISH national low-cost airline Vueling has announced numerous extra flights this summer, increasing frequency and destination choice for 2024.