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Be Here Now

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"Be Here Now" Propuesta de comunicación para la marca destino El Salvador Impresionante.
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Client: Ministerio de Turismo.
Project Manager: Alicia Aragón.
Agencia: 4am Saatchi & Saatchi.
Account Director: Juan José Pineda.
Estrategia y creatividad: Delmy Alvarenga.

Published in: Travel
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Be Here Now

  1. 1. A G E N D A 0 1 . E L B R I E F 0 2 . P L A N T E A M I E N T O E S T R AT É G I C O 0 3 . P R O P U E S TA C R E AT I VA
  2. 2. 01E L B R I E F 01
  3. 3. E L B R I E F O B J E T I V O G E N E R A L Incrementar el número de visitantes turísticos a El Salvador. O B J E T I V O D E M A R C A Posicionar El Salvador como un destino con atractivos turísticos.
  4. 4. 02P L A N T E A M I E N T O E S T R AT É G I C O 02
  5. 5. S I T U A C I Ó N A C T U A L M U C H A S H I S T O R I A S P O R C O N TA R . CONECTIVIDAD ATRACTIVOS TURÍSTICOS INFRAES- TRUCTURA Aeropuertos Cruceros Calles y Carreteras Aerolíneas Puertos Restaurantes Hoteles y clínicas Centros Comerciales Hoteles Centro de convenciones Aventura Sol y Playa Cultura Tradiciones Historia
  6. 6. E L R E T O ¿COMO REVITALIZAR LA IMAGEN DE EL SALVADOR?
  7. 7. T E R R I T O R I O E S T R AT É G I C O I N S I G H T Valoramos muchas cosas, pero dentro del trajín de la vida, valoramos los momentos de paz. Una sonrisa. Una amistad. Los verdaderos regalos los encontramos en la esencia de vivir.
  8. 8. T E R R I T O R I O E S T R AT É G I C O N U E S T R O R E T O E N C E N D E R S U D E S E O P O R V I V I R | E N S U D Í A A D Í A | E N M O M E N T O S D E I N S P I R A C I Ó N | P O S T E R I O R A S U V I A J E
  9. 9. T E R R I T O R I O E S T R AT É G I C O T R A N S F O R M A N D O D E I N F O R M A C I Ó N A I N S P I R A C I Ó N D E A T E N C I Ó N A I N T E R A C C I Ó N D E G E N É R I C O A P E R S O N A L D E D E M O G R Á F I C O S A M E N TA L I D A D
  10. 10. T E R R I T O R I O E S T R AT É G I C O T R A N S F O R M A N D O D E I N F O R M A C I Ó N A A T R A V É S D E H I S T O R I A S R E A L E S I N S P I R A C I Ó N D E A T E N C I Ó N A E N T R E L A Z A N D O H I S T O R I A S I N T E R A C C I Ó N D E G E N É R I C O A P U N T O D E V I S TA H U M A N O P E R S O N A L D E D E M O G R Á F I C O S A “ N E V E R S T O P E X P L O R I N G ” M E N TA L I D A D
  11. 11. 03P R O P U E S TA C R E AT I VA 03
  12. 12. TODAS LAS IMAGENES SON DE REFERENCIA
  13. 13. I D E A O R G A N I Z A D O R A Be Here Now ¿Dónde quisieras estar en este momento? ¿Tomando esa ola perfecta? ¿Escalando por las montañas de la vida? Secretamente la aventura nos llama. “Be Here Now” es un llamado a salir, a decidir de una vez por todas actuar. TODAS LAS IMAGENES SON DE REFERENCIA
  14. 14. E N T R E L A Z A D A S P O R U N 1 V I D E O I N T E R A C T I V O 0:00 5:00 OVER RAGING WATERS WHISPERS OF LIFE BE HERE NOW During a week of business meetings, hard work and fun, Jackie reconnects with herself in a impressive world After a week surfing over Salvadoran waters, Eric not only appreciates the salty sea but rediscovers adventure and the taste of life. Roberto, a Salvadoran tour guide knows that being Here & Now is where impressive things begins. TODAS LAS IMAGENES SON DE REFERENCIA
  15. 15. Over Raging Watersby Eric Schmidt E L S A LVA D O R I M P R E S S I V E P R E S E N T S : TODAS LAS IMAGENES SON DE REFERENCIA
  16. 16. Over Raging Waters by Eric Schmidt EL SALVADOR IMPRESSIVE PRESENTS: WHERE DO YOU WANT TO BE RIGHT NOW? STORYLINE: “OVER RAGING WATERS”         NARRATOR (V.O.)     Where do you want to be right now? (in crescendo, the ocean’s sound) (music)         ERIC (V.O.)     I waited so long for this moment.         ERIC (V.O.)      And from all the places I know      Here is where I want to be. (we hear the ocean) (music) BLACK SCREEN The question appears as the Narrator speaks Sunrise over the beach Footprints over wet sand. Eric (36), european, picks up a surf board. He runs into the water. Over the surf’s board, we see the horizon.  OVER BLACK SCREEN:      El Salvador Impressive presents:      “Over Raging Waters”      by Eric Schmidt. IMAGE AUDIO TODAS LAS IMAGENES SON DE REFERENCIA
  17. 17.     (music)         ERIC (V.O.)     It’s easier than I imagined.           ERIC         (to camera)      It’s just wonderful here!      The wind, the warm water…            ERIC (V.O.)      After each wave,      the world is just different           ERIC          (to camera)      Everything tastes good. Shots of waves and surfers. Eric surfs in different moments of the day. Aerial shots of beaches Shots from surfers vantage point. Eric, under a ramada. Shots of surfers Back to Eric. OVER VIDEO     Eric Williams. USA     5th day as a surfer. STORYLINE: “OVER RAGING WATERS” IMAGE AUDIO TODAS LAS IMAGENES SON DE REFERENCIA
  18. 18.         ERIC (V.O.)     It all starts with the idea     of feeling different. (music) (music)         ERIC (V.O.)     With the wish to see the world     and enjoy life at its fullest.           ERIC (V.O.)      And the roads are there      waiting for you to discover      impressive places. Landing planes at the airport Eric takes his luggage and surf board inside a car. The car drives away, leaving the airport ammenities behind. Alternating shots from the moving car and Eric’s close-ups. The car drives through the coastline. From inside, Eric looks at the horizon. We see the ocean. Ahead, street signs indicate “La Libertad” OVER VIDEO    A country 6 times beach.     321 km of adrenaline and adventure. Coastline aerial shots. Shots from the car driving on the road. OVER VIDEO     1 hour drive to adventure STORYLINE: “OVER RAGING WATERS” IMAGE AUDIO TODAS LAS IMAGENES SON DE REFERENCIA
  19. 19. (music)           ERIC (V.O.)      It transforms into      a quest for the senses,          full of emotion      and surprise.           ERIC (V.O.)      Discovery takes time      and it is your privilege      to take that time ERIC (V.O.)       To get yourself into situations      where you not only feel human again, ERIC (V.O.)      but you discover  the greatness of the world. Clouds timelapse above mountains. Eric and friends, biking on a mountain trail Sigthseeing from the mountain tops Getting inside a caves Navigating over the rapids Walking through a bridge Wide shots of landscapes Arriving at a cascade STORYLINE: “OVER RAGING WATERS” IMAGE AUDIO TODAS LAS IMAGENES SON DE REFERENCIA
  20. 20. (music)           ERIC (V.O.)       I keep on hearing      that travelling      changes you.           ERIC (V.O.)       And it’s true. ERIC (V.O.)      Here, in these places, ERIC (V.O.)      over this ocean,      over those mountains Aerial shots over water Clouds timelapse. Cut to boats navigating Travelling through the coastlines Raging waves colliding risks Cut to surfers ashore. Back to Eric, under the ramada Cut to shots of Eric surfing waves Shots of the beach at different times of the day. Eric polishing his surf board. Eric playing beach soccer with the locals. Eric riding bikes over mountain trails STORYLINE: “OVER RAGING WATERS” IMAGE AUDIO TODAS LAS IMAGENES SON DE REFERENCIA
  21. 21. ERIC (V.O.)      I have discovered so much more      about life, about myself.           ERIC (V.O.)      This is the place I want to be.           ERIC (V.O.)  Be Here Now Impressive things     are about to start. Along with friends, Eric carries his luggage and surf board and accommodate on a hotel room. Aerial shots over mountain tops Cut to: Travelling over the coastline Cut to: waves breaking over beach risks. Over the surf’s board, we see the horizon.  El Salvador Impressive STORYLINE: “OVER RAGING WATERS” IMAGE AUDIO TODAS LAS IMAGENES SON DE REFERENCIA
  22. 22. Whispers of Lifeby Jackie Velazquez E L S A LVA D O R I M P R E S S I V E P R E S E N T S : TODAS LAS IMAGENES SON DE REFERENCIA
  23. 23. WHERE DO YOU WANT TO BE RIGHT NOW? STORYLINE: “WHISPERS OF LIFE”         NARRATOR (V.O.)     Where do you want to be right now?         JACKIE (V.O.) It’s really grows from a road to a journey.         JACKIE (V.O.) Each smile, each conversation…          JACKIE (to camera) Becomes a reward in itself (we hear the sound of city life)           JACKIE (V.O.)      It’s simply impressive. BLACK SCREEN The question appears as the Narrator speaks A car leaving the entrance of a city hotel Inside the hotel room, Jackie unpacks her luggage Hotel ammenities  OVER BLACK SCREEN:      El Salvador Impressive presents:      “Whispers of Life”      by Jackie Velzquez IMAGE AUDIO Whispers of Life by Eric Schmidt EL SALVADOR IMPRESSIVE PRESENTS: TODAS LAS IMAGENES SON DE REFERENCIA
  24. 24. STORYLINE: “WHISPERS OF LIFE”         JACKIE (V.O.)      Every meeting here      always evolves into      a desire for discovery.         JACKIE (V.O.)      Every sound, every smell,       It’s an invitation      to try on new things.           JACKIE (V.O.)      To go out to discover      new horizons,      meet new people. Aerial shots over San Salvador. Convention centers exteriors. Office buildings. Jackie shares lunch with friends, all in business attire. OVER VIDEO      More than 750 business meetings every year. From the road over city streets Jackie biking on a mountain trail Stops to appreciate the landscape Outside in the mountains, sightseeing towns. IMAGE AUDIO TODAS LAS IMAGENES SON DE REFERENCIA
  25. 25. STORYLINE: “WHISPERS OF LIFE”           JACKIE (V.O.)         (to camera)      It’s a journey for the senses (music) (music)           JACKIE (V.O.)      A journey of flavours so new      that I learn new words to describe them.           JACKIE (V.O.)         (to camera)      ¡Impresionante! Outside, on the mountain trail Shots of nature, plants and trees. Jackie walking over hotel jardins Entering towns through local roads OVER VIDEO      Over 80% of El Salvador’s coffee     is produced with export quality. Jackie inside a restaurant with a cup of coffe IMAGE AUDIO TODAS LAS IMAGENES SON DE REFERENCIA
  26. 26. STORYLINE: “WHISPERS OF LIFE”           JACKIE (V.O.)      I’ve been travelling      for several years now, (music)           JACKIE (V.O.)      and here, in this place,      I’ve learned so much           JACKIE (V.O.)      I’ve learned about nature, adventure and fun           JACKIE (V.O.) about traditions that continues to grow Aerial shots over the country Landing planes at the airport OVER VIDEO Internaitonal Airport “Oscar Arnulfo Romero” 180 direct flights every day Shots of roads Shots of mountains Adventure Trail shots Ziplining and go carts Jackie dying indigo clothes OVER SCREEN: (relevant information abouti ndigo artisans) IMAGE AUDIO TODAS LAS IMAGENES SON DE REFERENCIA
  27. 27. STORYLINE: “WHISPERS OF LIFE”           JACKIE (V.O.)      This a place           JACKIE (V.O.) where work and fun      is serious business,           JACKIE (V.O.)      And sounds are so vivid           JACKIE (V.O.)      that my soul dances      to the rhythm      of a culture. (music) IMAGE AUDIO Landscapes of San Salvador Sunrise over the roads Back on San Salvador Jackie, now in casual attire shops with friends on a mall At night, inside a club Dancing Night cityscape TODAS LAS IMAGENES SON DE REFERENCIA
  28. 28. STORYLINE: “WHISPERS OF LIFE”           JACKIE (V.O.)      What people say it’s true,           JACKIE (V.O.) You have to go out to rediscover life           JACKIE (V.O.)  Be Here Now Impressive things    are about to start.           IMAGE AUDIO Sunrise over the roads Shots of nature Jackie watching the horizon over mountains El Salvador Impressive TODAS LAS IMAGENES SON DE REFERENCIA
  29. 29. Be Here Nowby Roberto López E L S A LVA D O R I M P R E S S I V E P R E S E N T S : TODAS LAS IMAGENES SON DE REFERENCIA
  30. 30. IN PROGRESS

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