• The text of the spot is built with real conversations and expressions taken from the virtual world and rhymed by the rapper Arkano, who also gives voice.
• Faced with the boom of Virtual Reality, the Metaverse and virtual experiences, the Valencian Community is positioned as the authentic destination, claiming the importance of enjoying and living real moments.

New technologies, artificial intelligence, virtual friends, and increasingly immersive video games are taking us further and further away from reality. Faced with this paradigm, the latest campaign of the Valencian Community shows real places, activities, experiences and moments. A campaign developed by Serviceplan Spain that encourages tourists to have unique experiences, without filters, while leading to reflect on the importance of authenticity vs. the digital.

The protagonist of giving voice to the campaign has been Arkano, a rapper who carries the Valencian Community in his roots and winner of the Guinness record for improvisation. As a source of inspiration, he analyzed real conversations and expressions used in the virtual world, composing a close and exciting story, with parallels between both universes. These rhymed texts, accompanied by shots and audiovisual language characteristic of digital productions, closes with a claim aligned with the concept of Mediterráneo en Vivo “The most immersive experience is reality”.

The spot brings together all that the Valencian Community offers the traveler, experiences, corners, sensations, which cannot be told and cannot be found in the digital environment, but must be experienced: enjoying the light of the Mediterranean, mountain landscapes, descending a river, sailing through crystal clear waters, contemplating the views from a cliff, its gastronomy, unique sunsets... combining one of the most important objectives of the campaign: the promotion of tourism products of the Valencian Community.

It is a 360º campaign, integrated, innovative and, above all, authentic, with a tone and a visual code that brings you closer to the destination, makes you reflect and connects with the universal language of emotion.

The creativity has been adapted to hundreds of pieces for various online and offline media, articulated around the different tourism products, target audiences and seasonal seasons, to promote tourism throughout the year.

The campaign will be broadcast in Spanish and Valencian, nationally and regionally, as well as in the main international markets.

The pieces used are: 1 spot 60“ seasonal, with adaptations to 30” and 20“ | 1 spot 60” non-seasonal, with adaptations to 30“ and 20” | 12 spots of tourist products of 20'' | 80 graphics | 180 banners | 17 commercial breaks.