Presented by Costa del Sol Tourism in the International Tourism Fair in Madrid (Fitur), “Vive Costa del Sol (Live Costa del Sol)” is the new tourism reactivation marketing campaign of Spain’s Costa del Sol that has been described as the beginning of the recovery of tourism.
With a plan to make big noise at the Fitur International Tourism Fair, Costa del Sol Tourism also feature a new promotional video including the Malaga-born actor and director Antonio Banderas as the axic of the campaign.
The promotional music video “El Son de la Buena Vida” is written and performed by the Malaga band Dry Martina, and with the collaboration and participation of artists from the province such as Antonio Banderas, Pasión Vega, Fran Perea, Javier Castillo, La Mari, rapper Easy, Little Pepe, Javier Ojeda, María Pelaé, Salva Reina, Spok, Zenet, Rubén Alcántara, La Lupi, JustCoco, Santiago Picatoste, and Celia Flores.
Aimed to celebrates the talent, happiness and hospitality of the Malaga province, everyone on the promotional video participated in one of their favourite places of the region that showcase the full of joy, passion, modernity and innovation that provice of Malaga represents.
Some of the places where these collaborations have been filmed are the Carmen Thyssen Muesum and Pompidou Art Gallery in Malaga and the death-defying Caminito del Rey walkway.
There are also, among other locations, the beaches of Marbella, Nerja, Torremolinos and Vélez-Málaga, the centre of Estepona, Benalmádena, the cliffs in Rincón de la Victoria, the Saltillo bridge in Canillas de Aceituno, the wooden walkway from the mouth of the Guadalhorce, the Peña de los Enamorados and El Torcal in Antequera, the Ronda gorge and Frigiliana, as well as golf, multi-adventure, gastronomy, teleworking segments interspersed with the appearance of artists and “influencers” from the province.
As addition, as well as part of the campaign, all of the artists also will help to promote the destination and the promotional video on their social networks.
Malaga stands out as one of the world’s most diverse tourism destinations, with a wide portfolio of tourism resources that can match any travel motivation, including: culture, sun, the beach, gastronomy, nature, sport and more.
The tourist reactivation campaign that Turismo Costa del Sol is expected to generate more than one million euros in the region, due to the bookings that have already been made, nine million users have been reached out to, according to the study carried out by the group, who hope that many can be converted to actual holiday bookings in the future.