To speak the improbable locations and experiences guests are about to find upon touring to the area of Valencia, Turisme Comunitat Valenciana (the Valencia Vacationer Board) teamed up with Serviceplan Spain and well-known Spanish rapper Arkano, supporting the group in delivering its message within the type of a poem. Titled “Quien lo ha vivido lo sabe” (“He who has lived it is aware of it”) — similar to its predecessor, which was launched in 2021 — the marketing campaign lies on the intersection between traveler opinions, poetry, a touch of expertise, and the rhythms of rap music, celebrating the area’s uniqueness by placing the individuals who have visited Valencia on the coronary heart of it.
“What higher option to assure belief than to hearken to what others have already skilled,” stated Carmen Sahuquillo, Head of the Advertising and marketing and Product Space of Turisme Comunitat Valenciana, in regards to the earlier advert. Impressed by a Lope de Vega poem, a poet who lived in Valencia between the sixteenth and seventeenth century, the final 12 months’s spot and the present one are inbuilt an identical method, each conveying the identical optimistic vibe. The distinction although is that the newest one has a extra modern and youthful tone.
Whereas the idea of poetry continues to manifest all through the 2022 marketing campaign, it’s the creator(s) of the verses and the best way the poem is narrated that modified. This time, greater than 200,000 nameless poets have contributed to bringing the initiative to life, with Arkano reciting passages from previous vacationers on how they skilled Valencia.
Utilizing a social listening instrument, the group gathered all the present opinions in regards to the Valencian Group and its completely different locations. Then, an AI-based algorithm chosen essentially the most regularly repeated phrases and expressions. After having fed the algorithm with 200,000 opinions, ultimately lowered to three,000, the artist was challenged with creating poetry out of the feedback, turning them right into a “Evaluations in Verse” rap tune that captures the sentiments of earlier guests.
Arkano, who’s the winner of the Guinness file for improvisation, settled on the opinions that impressed him essentially the most, deciding which of them matched the others after which adapting them to the music. “There have been 1,000,000 voices channeling via me. It’s been a really thrilling course of,” stated the rapper in regards to the venture.
The marketing campaign’s primary aims are centered on selling the wide selection of merchandise discovered in numerous areas throughout the Valencian Group; stimulating inland tourism by encouraging guests to discover the area’s different points of interest; and attracting vacationers all 12 months spherical by way of two audiovisual items (seasonal and non-seasonal). The marketing campaign contains different poems as effectively (additionally born from the opinions), with verses tailored to focus on the area’s wealthy vacationer supply reminiscent of sport, inland, gastronomy, and extra. The “Evaluations in Rap” might be broadcasted nationally, whereas the worldwide market will proceed to listen to Lope de Vega’s poem.
Credit:
Company: Serviceplan Spain
Consumer: Turisme Comunitat Valenciana
Consumer contact: Luis Tormo, Carmen Sahuquillo, Miguel Angel Blasco CEO Ainhoa de la Pozas
Government Inventive Director: Emilio Valverde
Artwork Director: Carlos Alcacer
Digital Director: Javier Ruiz
Copy: Pablo Tesio, Guillermo Rodríguez “Arkano,” and 200,400 nameless guests.
Accounts Crew: Teresa Borrás, Fernando Grau, Rafa Serra, and Victoria Mirasol.
Producer: Carlos Avellana
Manufacturing firm: Isola Movies
Director: Pau Palau
Director of Images: Nacho Toledo
