A new Spanish Tourist Office promotional push is targeting digitally savvy and highly engaged consumers who enjoy experiential activities on holiday and have a high disposable income.
Designed to attract year-round travel and dilute seasonal-dependency, ‘Spain in 10 Seconds’ covers 15 countries and has been segmented based on a range of factors.
The campaign is spearheaded by 12 prominent Spanish personalities from the fashion and art, culture, sports and entertainment sectors and drawing on their personal experiences showcasing Spain as a travel destination.
The aim is to enable Spain to target a more captive and engaged audience via the tourist office’s official social media channels such as Facebook, Twitter and Instragram using the hashtag #Spainin10Sec.
Each ambassador highlights what they love about country via a series of short videos, encouraging other social media users to do the same.
The first ambassador and contributor to the ‘Spain in 10 seconds’ campaign is psychiatrist, researcher and author Luis Rojas Marcos. He points out that you can fall in love with a person in just a few seconds and poses the question; can you fall in love with a country in less than 10 seconds?
During the week, contributors will include designer Ágatha Ruiz de la Prada and badminton champion Carolina Marín.
Other ambassadors will be revealed throughout the campaign but will include a famous tennis player, F1 driver, ballet dancer, chef, opera singer and golf player.
The objective will be to highlight personal perspectives, unique places, customs, quirks and rhythms, showcasing the destination and the way of life of Spanish people.
The focus of the campaign highlights the traveller’s motivations rather than the destination’s tourism proposition, positioning the visitor at the heart of the campaign, according to the tourist office.