La Rioja Turismo,
Reserva para volver
The health crisis has significantly altered our lives. The impact on all areas of economic activity has been considerable, especially in the field of tourism – where mobility and consumption have been brought to a standstill. The Government of La Rioja is offering a tender to develop the campaign as part of the Tourism Relaunch Plan.
Our proposal: “Reserve to return” appeals to the reflections brought about by confinement: a re-focusing on life:
- A review of the little details that used to go unnoticed.
- A change of perspective about what really matters.
- The revaluation of the elements of proximity and closeness.
We do not want a return to normality; we are looking to go back to basics, back to our very origins.
To build a positive, friendly, and emotional argument.
A great insider’s view of what the Autonomous Community has to offer in terms of tourism.
To appeal to sensations, textures, and sounds that evoke previously experienced situations.
Play on the homonymous word “Reserve”:
- Action of saving something for the future.
- Classification of Premium wine associated with La Rioja (Reserva).
- An enclosed area to be preserved.
This is activated with a purpose of giving it an action: to return, as it focuses on those visitors who have already visited our region and who know that we are a safe, welcoming community, rich in heritage..
We generate an identity aesthetic in which the action is situated in the first person, focusing on little details and gently engaging the emotional with an evocative approach. Representation is effected through situations that we have all been able to experience; and from there, moments are extracted in the form of memories that are expressed both graphically and visually.
The atmosphere which envelops the entire campaign is narrated in the first person, the lead character of the action. Colour and tone take us back to the memory, which we accentuate with sounds and details typical of that moment. The whole ensemble is accompanied by a “gloss” which clearly explains the situation content: a call to action.
To link with the times we are currently living, we join all the pieces with the phrase: “those little things we have missed so much”, connecting us with the situation on an intimate, emotional level.
- Wine tourism and lifestyle.
- Rural tourism.
- Culture and heritage.
- Active tourism.
- Camino de Santiago (Way of St. James).
- Urban Tourism.
One of the campaign requisites is that it should have a markedly participative content of Riojan society; that it should act as an ambassador inviting visitors to discover or re-discover what La Rioja has to offer. The participation of the tourism sector has also been decisive in attracting visitors.
A street marketing action has also been created which has travelled around the region to record plans and invitations from the people of La Rioja. More than 700 plans are available on a website: reservaparavolver.com