Manuel Gavira, Andalusia’s second vice-president and minister for tourism, justice, deregulation and local administration, has announced a new communications campaign aimed at young people. Its central video celebrates the destination’s distinctive image and follows a young woman immersed in an adventure game inspired by Andalusia. It premiered on the second day of San Diego Comic-Con Málaga, before an audience that forms part of the campaign’s target market.
Gavira said it was important to speak to new audiences in their own language and encourage them to travel to Andalusia. He said the region’s heritage and landscapes inspire stories that reach millions of people, and that the aim is to turn that interest into visits to its cities and towns, opportunities for businesses and jobs for Andalusians. He added that video games and audiovisual productions can introduce people to the region.
The film, made by creative agency Ogilvy, draws on Andalusia’s culture, heritage and distinctive character, combining live-action footage and different animation styles in a sequence of game levels. It features, among other places and references, Seville’s Baroque art, including works by Juan de Valdés Leal, Murillo and Zurbarán; Cádiz and the legend that Atlantis was located in the Gulf of Cádiz; Málaga; Granada, from the Alhambra to the Albaicín; Córdoba’s Mosque-Cathedral and Roman Bridge; Jaén’s olive-growing landscape; Doñana’s Iberian lynx; and the Pulpí Geode and Tabernas Desert in Almería.
The film also refers to Andalusia’s cultural heritage, including its Tartessian past, Holy Week, flamenco, Federico García Lorca’s “Moon,” Bernarda Alba and the region’s association with western films.
Gavira said the video marks the culmination of the current creative direction, ahead of a newly tendered communications campaign intended to begin a new phase in promoting the destination. The forthcoming campaign is to present the region’s diversity through a shared brand expression rooted in an Andalusia that is “real, vibrant and contemporary.” Its tender specifications call for a portrayal of territorial diversity and local authenticity, and for tourism that creates shared value and distributes benefits and opportunities more widely. The campaign, for which an open procedure is under way to hire a specialist agency, is scheduled to run in 2027 and 2028.
Gavira also described business activity at San Diego Comic-Con Málaga, including professional meetings connecting about 40 Andalusian audiovisual and tourism companies with people from internationally established production companies. An organised press visit involves eight specialist journalists from France, China, Germany, Belgium and the United States. Other convention communications highlight Andalusian locations that have inspired video games, including the Triana Bridge, the Real Alcázar and Córdoba’s Mosque in “Blasphemous,” the Alhambra in “Assassin’s Creed,” the Giralda in “Sim City,” and Cádiz or Sierra Nevada in “Pokémon.”