Unveiled on June 24, 2021, the new marketing campaign of Andalucia features Antonio Banderas as the new image of Andalucia’s tourism.
Focused on the joy of Andalucia as tourism destination, the mareekting campaign replacing the previous creative as well as symbolises leaving behind the worst tourism crisis in history and focusing on a future that looks hopeful.
Created by DEC agency, the new tourism campaign is a reinforcement of the Andalucia brand to attract tourists through a renewed, modern, diverse image that is committed to the environment.
With joy as key element, the tourism campaign is planned to be broadcast by Andalucia until the end of 2023, responds to the complexity of the current scenario, in a world in constant change after the global impact of the pandemic in need of hope, optimism, Andalucia and its infinite joy.
The new creative line also aims to be an inexhaustible source of emotions, showing a way of life that offers the visitor a unique experience and focusing on the concept of joy, a universal territory that connects with all audiences, channels and media.
Under the motto “There is no small joy”, the narrative development is carried out through music and dance, through a musical that travels throughout Andalucia to conquer the public with its capacity for seduction, transferring a more positive, vital and attractive message.
The tourism video campaign are constituted as small stories and there will be multiple-segmented materials, dedicated to interior tourism, culture, gastronomy, meetings and congresses or golf, among other products; with the presence of images of the eight provinces and an elegant, modern and seductive visual conception.