Tourism's new message - 'I Need Spain'

Tourism's new message - 'I Need Spain'
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By h.b. - Mar 5, 2010 - 7:29 AM
A new advertising campaign has been set up to boost tourism to Spain

Ferrán Adriá in the new campaign

‘I need Spain’ is the new slogan which the Spanish Tourist Board hopes will bring more people to Spain this year.

A new advertising campaign has been produced led by the top chef, Ferrán Adriá, who juggling fruit on a poster says ‘Art here is not only in the museums’. Other personalities to take part are Gisela Pulido, six times Kitesurfing World Champion, the Spanish Basketball team, again European and World Champions, the Spanish MotoGP motorbike riders, and the Spanish players in the Liverpool football team.

The campaign has been drawn up by the Secretary of State for Tourism, Joan Mesquida, who says it has the objective of consolidating Spain’s position as leader for holiday tourism, and one of the main tourist destinations worldwide, while underlining the diversity of what it offers.

The Spanish lifestyle, personality and way of life are at the centre of the campaign which hopes to improve the image of Spain in countries where it is weakest, such as China, India, the Middle East, Latin America and the United States.

The Government hopes that the new campaign will be seen by 400 million people in more than 40 countries around the world, four times the number than the previous campaign ‘Smile, you’re in Spain’ which has run since 2005.

The plan is to show the spots around the major events of the year and time has been purchased on CNN, Fox, National Geographic and Eurosport. A simultaneous campaign will take place on the Internet.

The spots have been produced by Julio Médem, and the campaign visuals come from Erik Almas and Ale Burset.

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