Digital campaign of the Spanish Tourism Institute 2011-2012
Creative Direction at DoubleYou
Creative Direction at DoubleYou
Born by and for the most important social networks of the moment (2011- 2012 meant no Instagram for Android, no TikTok...), the strategy of the tourist brand of Spain was based on the claim I need Spain. We brought depth to this concept in the digital environment around the insight Spain Addicts. We were in charge, not only of the digital strategy, but also of its production and implementation.
In this project, made up of dozens of sub-projects and in which we worked very hard for over a year, we put into play all the digital tools available: website, social media, creation of editorial content in collaboration with the Yorokobu editorial team, launch campaign with assets and influencers, digital campaign, events, road trips with bloggers, generation of a book from the user content, etc. The campaign was launched in 25 countries simultaneously. The site obtained hundreds of thousands of registrations, a Laus de Plata and the campaign had a great national and international echo.
The Real Madrid players explains their favourite Madrid places.
Ferran Adrià talks about Barcelona and its surroundings.
Spain Addicts website with both user and editorial content.
Airports recruitment campaign
"Still thinking about Spain?" On leaving flights. Recruitment campaign
Recruitment offline campaing
Book from user content
Book from user content
Book from user content
Book done with user content from the website.
Recruiting banners on Flickr (yes, it was 2011-2012 and people uploaded there their holidays pics).
Contextual actions
Contextual ad
SEM
SEM
SEM
SEM
SEM
SEM
SEM
How to take advantage of contextualised banners and SEM on Google. I had a great time writing these ads.