Help! Somebody wants me to come up with and idea for an advertising campaign! By Eduard Farran Executive creative director at Dimarco (Valencia). Doctorate applicant in Advertising at Jaume I University of Castell ón
People rejects interruptive advertising/traditional advertising.
They have access to tones of information and they have been surrounded by ads and marketing for so many years that they think they know to do our job and furthermore, they think they can do it by themselves.
It recognises and leverages the instincts of modern international travellers – they no longer seek to just see great sights but take away emotional and powerful experiences from their encounters.
Our proposition is simply; V a lencia: Experience more. Live more. A strategic positioning with a real insight connection – being a local resident truly immerses you in the local cultures and experiences.
When tourists plan holidays in the Mediterranean, destinations such Greek Islands, Italy or even Costa Brava in Catalunya in the same country immediately spring to mind. And, despite the fact that Valncia is a world famous place and hometown of the paella the region and the city are relatively unknown.
Our strategic challenge is to increase international awareness of Valencia and, importantly, transform perceptions of the city and beaches from a popular day-trip destination into an international tourist's dream.
Tourism of Valencia knows that increased awareness of an aspirational destination like the city in the mediterranean shores , with a fresh and interesting story, will drive visitation over the long term.
So, the strategy for this campaign should be specifically developed for the creation of brand awareness and consideration.
And while 'size doesn't matter' a further test for the agency is the need to deliver the compelling central idea to resonate with people across the world, across varying cultures, with a nominal 1 million budget. (Including all production and media).