Rituparna Chatterjee – Mumbai
Arturo Ortiz Arduan
Spain is looking forward to restart their advertising campaign – I need Spain – by mid or end of 2014. Spain which is going through a financial crisis had stopped its advertising campaign for the last two years after the success of the Hindi film – Zindagi Na Milegi Dobara – that opened Spain as an ideal travel destination resulting in 35 – 40 per cent increase in tourist inflow every year. Though the positive effect of the movie is still continuing, Spain tourism department is looking at increasing the number of visitations further by restarting their advertising campaign – I need Spain – that is being targeted at the FIT segment.
Speaking on this, Arturo Ortiz Arduan, tourism counselor, Embassy of Spain Tourism Department stated, “We entered into a financial crisis in Spain and we had our budgets cut along with our advertising campaign. But the movie kept its good image and even now people keep talking about the movie and about Spain. The economic situation of Spain is improving, but we can’t say now that everything is out of the crisis. As far as budgets are concerned, the budget for advertising in the past was 200,000 euros but we do not know about next year’s budget. Our idea is to restart our advertising campaign ‘I need Spain’ which we used to have. The campaign is based on experiential Spain, specifically based on lifestyle and the focus is on the immaterial part of travelling like enjoying the beautiful things of life.” The advertising campaign will focus on all the destinations in Spain and will try to create a global image of Spain. Apart from FITs, Spain is targeting the MICE segment through other initiatives. “We are trying to be present in MICErelated magazines and we are trying to interact directly with corporates and travel agencies promoting MICE,” concluded Arduan.