STRATEGY + CREATIVITY
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Campaigns Highlights

VISITGastrOH!

  • Client: La Rioja Tourism

  • Country: Spain, France

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01. Intro

The brief

The new gastronomic and tourist destination VISITGastrOH! is the result of the collaboration of 5 territories between France and Spain under the umbrella of the Interreg POCTEFA GATURI project, funded by the European Union.

Symbolizing successful cross-border cooperation, the new destination presents us with the challenge of communicating the tourist offerings and gastronomy shared by the 5 territories of La Rioja, Navarre, the Spanish Basque Country, the French Basque Country, and Bearn.

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02. The Challenge

The Campaign

The challenge involved developing a promotional and communication plan for the unique tourist destination VisitGASTROH!. The actions included designing the promotion and communication plan, creating a promotional spot for VisitGASTROH!, executing the Communication Plan, and providing consultancy support to the Tourism Department of LA RIOJA.

Concept

We began by defining a general claim for the destination that would allow it to stand out and generate curiosity. As the destination is a fantastic sensory journey involving all five senses, we proposed the slogan “Land of Sensory Thrills.”

Campaign

Once the creative concept of our campaign was defined and the campaign spot was in production, we set out to establish a comprehensive 6-month communication plan. This plan included launching the campaign from March to May, along with actions and practices to maintain communication afterward and ensure the sustainability of the project.

Digital

We define a brand launch strategy on social media and oversee its implementation. We use reels and photos taken during on-site filming to create engaging animated content.

We also manage promotional ad campaigns on Facebook, Instagram, and Twitter, helping the brand reach hundreds of thousands of potential visitors in the target countries of Western Europe.

03. Media

Press, outdoor advertising, digital

In addition to the commercial, which was adapted into 4 different languages: English, French, Spanish, and German, the campaign included print, outdoor, and digital pieces. We created graphics for airports, MUPIs (urban furniture advertising), and backlit digital billboards for both local and international visitors. We also organized a familiarization trip (fam trip) and a virtual press trip.

 

04. Virtual Event

Press & familiarization trips

We suggested an innovative solution that combines traditional live events with new virtual conference technologies. We partnered with Stagers Base, an events agency that provided us with a digital events platform they had previously used for Netflix, as we needed a powerful platform to bring guests from around the world together in a single digital event.

Thanks to this platform, we were able to gather representatives from travel agencies, tour guides, and press agents from across Europe and take them on a LIVE virtual journey through the 5 territories. After the virtual journeys conducted in three different languages – English, French, and Spanish – we showcased the technology and innovative solutions to the local press and officials during a specially organized cocktail event. We connected in real-time with our guides so they could greet attendees and share their impressions of this unique journey.

 

 

Fam & Press Trip

Cocktail

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