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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.

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To build a positive, friendly, and emotional argument.

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To generate a distinguishing unique identity and an imagery that is both easily recognisable and can be linked to La Rioja.

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A great insider’s view of what the Autonomous Community has to offer in terms of tourism.

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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..

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Our starting point is a campaign claim that La Rioja can legitimately feel ownership of, because it is perfectly aligned with its attributes as a community and connects it with what comes to everyone’s mind when we talk aboutLa Rioja: wine culture.

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.

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Several stories are chosen to represent the region’s tourist heritage and are aligned with the purpose of inviting people to discover La Rioja:

  • Wine tourism and lifestyle.
  • Rural tourism.
  • Culture and heritage.
  • Nature.
  • Active tourism.
  •  Gastronomy.
  • 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

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Campaign carried out in collaboration with the communication department of the Gobierno de La Rioja.

Campaign videos Blancoenbotella.

Campaign photography Península.

We are looking forward hearing more about your project.
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If you liked what you saw and you are about to launch your project to the market, if you need a solution to your brand or if you just want a different and professional approach, we will be glad to help you!


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