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Campaigns Highlights

Tourism in Castilla-La Mancha

  • Client: Eturia

  • Country: Spain


01. Intro

The brief

Eturia CLM, Public Company for the Promotion of Tourism and Crafts of Castilla-La Mancha, presented us with the challenge of promoting the tourist offer of the region in this year 2024, with a campaign inspired by the narrative of Lewis Carroll to boost the territory.

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02. The challenge

The campaign

Blending the dreamlike with the real, and with enormous potential for audiovisual resources, the campaign ‘The Wonderland Destination’ aims not only to solidify the traveler who already knows Castilla-La Mancha but also to awaken and increase the interest of those potential tourists who have not yet visited the region and who have a wonderful world to discover.


Through the evocation of the colors, aromas, flavors, sounds, and textures of Castilla-La Mancha, the aim is to transport the potential traveler to an inspiring, historic, and legendary place, almost magical, rich and diverse in heritage, natural, and culinary resources, where they can discover an unprecedented wonderland destination.


The filming was done in a cinematic format in the different provinces of the autonomous community during the summer-autumn months. The team, with several cameras and drones, traveled hundreds of kilometers through each of the main locations of tourist towns in the Castilla-La Mancha region.

03. Media

TV, Press, outdoor, cinema

The campaign, which premiered at FITUR, will be rolled out throughout the year 2024 across multiple offline and online platforms: television commercials, radio spots, print advertisements in newspapers, outdoor advertising in various spaces such as buses, metro, trains, online advertising on various websites and social media platforms, etc.