#UndiaalCeller
The winner of the Instagram competition #UndiaalCeller gets the chance to photograph the World's Best Restaurant 2013
MARCH 2014
El Celler de Can Roca, named World’s Best Restaurant 2013 by the UK’s Restaurant Magazine, and the Costa Brava Girona Tourist Board organised an Instagram photograph competition entitled #UndiaalCeller with the goal of transmitting the diversity of Girona’s gastronomy through creativity in social networks and also in order to attract potential visitors to the Costa Brava and Pirineu de Girona destination.
Between 29th April and 30th May, 271 users of the Instagram social network and followers of the @costabravapirineu profile published 1,162 photographs with the hashtags #UndiaalCeller, #InCostaBrava and #CellerCanRoca. It is estimated that the promotional initiative has achieved an impact of 208,222 social network users and 46,117 likes.
The winner of the competition #UndiaalCeller, chosen by a jury, received the prize of being present at a lunch service at El Celler de Can Roca on 5th June 2013. The winner, @Mylay (Laia Calzada i Satorre), was accompanied during the lunch and photo session by two influential Instagramers: Phil González, founder of the Instagramers global network, @igersespana @Philgonzalez, with 327,659 followers; and Pilar Junyent, @igersgirona @iphilar, with 12,391 followers, who were invited with the goal of expanding the image bank of Girona cuisine and in order to boost communication with their followers in social networks. The winning photograph was chosen by the jury for its creativity, simplicity and elegance. The photograph expresses some of the virtues of the cuisine offered by El Celler de Can Roca, such as modernity, innovation and a necessary dose of humour.
In line with Costa Brava Girona Tourist Board’s strategy of promoting the Costa Brava and Pirineu de Girona destination through social networks, the competition #UndiaalCeller joins a similar initiative, “Instagram your city”, through which the tourism towns of the counties of Girona are being promoted in 2013.
