2010 advertising campaign
The Patronat de Turisme launches a new advertising campaign for the Costa Brava and Pirineu de Girona in press, radio and online media outlets in Catalonia, the rest of Spain and France.
MARCH 2014
Over the course of 2010, the Patronat de Turisme Costa Brava Girona is implementing a new advertising campaign for the Costa Brava and Pirineu de Girona in press, radio and online media outlets in the main tourist issuing markets for the destination: Catalonia, the rest of Spain and France.
The creative aspect of the campaign, using the slogans “Our Costa Brava. And yours.” and “Our Pirineu de Girona. And yours.”, is composed of six different images, each of which is adapted for press and online media outlets. The creative component links well-known and ordinary people with the area and explains their experiences in the counties of Girona with the aim of publicising the wide-ranging tourism offer of the destination.
The purpose of the campaign is to surprise and capture the attention of a wide range of end users according to the market at which it is targeted, as well as to reposition the Costa Brava with a modern, updated and high quality image. The advertisements aim to encourage the target public to identify with the image transmitted by the destination.
The main component of the advertising image is a person or persons who explain their particular Costa Brava or Pirineu de Girona through a set of phrases. Both the main image and the smaller supplementary images of outstanding and representative spots and products of the destination describe the sensations transmitted by the featured individual or individuals. One of the images features Ferran Adrià, while others feature families, couples and groups of friends, among others.
The Patronat de Turisme commissioned the TSC integrated communication agency to handle this new multi-format advertising campaign.
Advertising campaign for the French market in conjunction with Girona businesses
For the second year running, the Patronat de Turisme is helping the Girona tourism sector to join forces through the Costa Brava advertising campaign for the French market, under the slogan “Espagne. J’en ai besoin”, an initiative in which Turespaña is also involved. The aim of the campaign is to reposition the Costa Brava with a modern, updated and high quality image in the destination’s main foreign tourist issuing market, in line with the new brand image of the Patronat.
Two new images have been adapted in various formats for this campaign in the press (Midi Libre, L’Indépendant, La Dépêche du Midi and Camping Car Magazin, among others) and in online media outlets (viamichelin.fr, orange.fr, voyages-sncf.com, easyvoayges.com, papvacances.fr, bertrandvacances.com, l’internaute.com/voyage and midilibre.com), scheduled to run throughout June and July.
The campaign will also be implemented by means of other advertising formats for a three-month period, such as adverts on the sides of coaches operated by the Sarfa company in its European scheduled services and posters in the Salvador Dalí and Joan Miró hotel trains that operate between Catalonia, France and Italy.
The Costa Brava tourism organisations and associations involved in the campaign are as follows: the Patronat de Turisme Costa Brava Girona; the Hotel & Restaurant Federation of the counties of Girona; the Chambers of Commerce of Girona, Palamós and Sant Feliu de Guíxols; the Association of Campsites and Holiday Resorts; the Tourist Apartment Association; the Girona Rural Tourism Association; the Costa Brava Girona Golf Course Association; the Association of Water Sports Resorts L’Estartit – Illes Medes; the Association of Scuba Diving Centres of the Costa Brava; the Catalan Association of Maritime Activities; the Catalan Association of Sports and Tourism Ports; the Guild of Nightclubs and Discotheques; Costa Brava Water Parks; Lloret Futur SA and Sarfa SA.
The cost of the advertising campaign is 134,000 Euros, including creative costs, image production and the purchase of media advertising space. The Girona tourism sector is contributing 50,000 Euros to fund the initiative, while additional amounts of 50,000 Euros and 34,000 Euros are being provided by the Patronat de Turisme Costa Brava Girona and Turespaña, respectively.
