An invitation to Live Real Experiences
Challenge
One of the most important challenges is to consolidate the Valencian Community Region as a destination of choice for different types of tourist holidays, showing the range of activities and sun and beach locations, but also the wide portfolio of products, such as rural tourism, gastronomy, cultural routes and sporting activities, among others.
Therefore, one of the main objectives is to transmit the concept of deseasonalisation, as it is a destination that, due to its nature, values and offer, fits all types of tourism at all times of the year.
Live real experiences in Comunidad Valenciana
Solution
New technologies, artificial intelligence, virtual friends and increasingly immersive video games are taking us further and further away from reality. This campaign aims to bring us closer to reality and reflect on the importance of living and feeling unfiltered, real experiences.
The Region of Valencia, however, is an authentic destination, which offers any type of traveller an endless number of places, corners, activities and moments that cannot be told about or found in the digital world.
How to explain what it feels like to contemplate the light of the Mediterranean? The adrenaline rush when descending a river? How to describe the sensation of immersing yourself in crystal clear waters? The flavours and textures of the gastronomy?
By actively listening to real conversations and expressions used in the virtual world, the renowned rapper from Alicante, Arkano, analysed real conversations and expressions used in the virtual world, composing an exciting and emotional story, with parallels between both: the real and the digital worlds, using images and an audio-visual code characteristic of digital productions and videogames.
In addition, Arkano has also created other stories for different audio-visual pieces for specific tourist products.
This 360 campaign has been adapted locally, nationally and internationally.
"The data on the time we spend escaping from reality, in digital or virtual worlds, or in videogames, is chilling. This campaign vindicates reality as the best experience; our people are real, but our gastronomy, our landscapes, our light are also real, thus positioning the Region of Valencia as the best "real" tourist offer".
Executive Creative Director
Serviceplan
Key Takeaways
#1
Utilizar los conocimientos digitales para enviar un mensaje que reivindique la autenticidad.
#2
Create unseen engaging and immersive experiences.
#3
Build innovative business models for the next web.
