'It's more than a destination. It's an attitude' is our fourth campaign for Tourism of the Valencian Community. A proposal that challenges the visual codes and the usual tone of recent years and is now presented fresher and more authentic than ever with a clear international focus.

Our goal was to convey and spread the Mediterranean attitude to the public through a 360-degree campaign that captured the essence of the Valencian Community, not only as a unique destination, but as a special place in its way of understanding and living life. A unique character, forged in the Mediterranean, that transcends the place of birth and is contagious to all who visit.

The Mediterranean diet, recognized as a World Heritage Site, the joy and hospitality of its inhabitants, its more than 320 days of sunshine per year, its endless beaches, and towns steeped in history, make the Valencian Community a destination that captivates all who visit. The campaign sought to reflect this experience through the British family featured in the spot, who leave behind the monotony and surrender to the magic of an unforgettable vacation in the region.

The brand's claim "Mediterranean Attitude" was fully expressed with a custom song, a catchy, vibrant track choreographed exclusively for the campaign, designed to be a resounding success on digital platforms. The vibrant color palette, characters, and locations, accompanied by the soundtrack and dance, enhance the appeal of the Valencian Community and reinforce its positioning as a destination where life is lived authentically and where people are encouraged to adopt the Mediterranean attitude as a way of life.

The campaign has been adapted into hundreds of pieces for various online and offline media, segmented according to tourism products and different target audiences. It includes a 60-second main spot, with 30- and 20-second adaptations, and four 20-second spots dedicated exclusively to highlighting key tourism products. The visual offering is complemented by 80 graphics, 243 digital banners, and 12 radio spots that will consolidate its presence in various media.