Transforming Data into Emotions
Challenge
When it comes to traveling, there is a high saturation of the offer. Moreover, the Region of Valencia has been typically perceived just as a sun and beach destination.
The great challenge was to encompass and show a whole range of emotions that show all that the Region of Valencia has to offer far beyond the sun and the beach.
We have to respond to all the needs of all types of tourists by highlighting everything that makes the Region of Valencia a unique destination: gastronomy, rural areas, sporting activities, cultural sites, festivals, etc.
Our communication goal: to provide credibility that differentiates us from other destinations at a local, national and international level.
"Reviews in verse" to promote the tourism in the Region of Valencia
Solution
According to the world's leading travel websites, reviews are one of the main sources of information when it comes to choosing a destination. 72% of tourists value the opinion of other users before deciding on a place to travel to. The Region of Valencia is one of the best rated destinations, with thousands of positive reviews.
"Reviews in verse" is the evolution of the previous campaign "Who has lived it, knows it" inspired by the poems of Lope de Vega. This time, a Spanish well-known rapper with roots in the Region of Valencia, and winner of the Guinness World record for improvisation, Arkano, has been the prescriber writing the verses and giving voice, through a social listening tool.
Under the creation of an algorithm, which selected those reviews that contained the most frequently repeated expressions and words: light, sun, beach, sea, Mediterranean, tradition... Arkano selected 3,000 words for the creation of some verses that will be the soundtrack of the campaign. He also prepared specific verses to promote some of the touristic products of the Region of Valencia.
In addition, we amplified the message with Arkano's social media profile with 1 million followers.
Through poetry and the use of real expressions, we have managed to provide more credibility compared to other tourism promotion campaigns in other regions of Spain.
"Despite being a campaign that lives mainly in traditional media, it uses innovation and new technologies to build the idea and the different messages.
Big data, social listening tools, artificial intelligence and poetry: this is a clear example of what ÜberCreativity can do".
Executive Creative Director
Serviceplan
Key Takeaways
#1
Social listening tools to impact the target because they believe in what they hear.
#2
Technology and poetry come together to connect emotionally with the audience.
#3
Using real insights to send a message that goes beyond time.
