Spain sizzles with major promotion in Asia
SINGAPORE – Spain has chosen Singapore to launch its new international promotional campaign in Asia.
For the first time, the campaign is addressed to Asian markets with specific visuals, with the objective of positioning the image of the country within this region.
The new campaign will use the claim ‘I Need Spain’. The objective of this new creative is to reflect the Spanish lifestyle, which attracts more than 50 million tourists annually.
The campaign will be shown in more than 40 countries with a target audience of 400 million people around the world.
Asia is a key market for the tourism promotion of Spain and the State Department of Tourism has committed to increase its promotional efforts in this area.
Spain has opened national tourism offices (NTO) in Singapore, Beijing, Mumbai, Tokyo and, most recently, in Canton.
The project marks the first time a movie director has directed an advertising campaign for Spain.
With its focus on promoting the gastronomy of Spain abroad, star chef Ferrán Adriá will be the ambassador for Spain internationally
Gastronomy will be one of the key promotional themes of the new campaign. An estimated six million tourists choose Spain as their holiday destination for gastronomic reasons.
Ian Jarrett
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