ALL PROJECTS / SPAIN TOURISM BOARD

Creating a Unique Destination Brand for Spain with Branding and UI/UX

Events & Entertainment
Government

CAMPAIGNING SPAIN'S TOURISM

SOLUTIONS WE PROVIDED

The Instituto de Turismo de España – Turespaña, is the official agency of the Government of Spain responsible for the marketing of the country as a tourist destination throughout the world.

In the wake of the pandemic, the Spain Tourism Board was determined to transcend borders and keep Spain in the minds of Singapore residents through a series of bus stop campaign posters. From December '20 to January '21, 106 posters and digital panels were placed at bus stops across Singapore.

An overarching message of the campaign is that "Spain will continue to wait" despite the uncertainty of travel, inspiring travelers to never stop dancing to the beat of life, no matter how intense challenges can be.

THE CREATIVE CHALLENGE

Travel restrictions caused by the Covid-19 pandemic made marketing destination campaigns more of a challenge.
The limited opportunities for travel meant that people needed a digital way to learn more about and experience Andalusia.

THE OUTCOME

Using Spain’s culture, landmarks, and values in the designs encouraged Singapore residents to be more positive about the return of travel opportunities and raised top-of-mind recall.
With the use of cultural motifs and interactive features within the website and the pop-up card, people were able to experience Andalusia in a sensory way.

FLOWER DOME SITE VISIT

Subsequently, Creativeans continued working with the Spain Tourism Board in their collaboration with Gardens By the Bay. In addition to onsite recce at the Flower Dome to gain a better understanding of the different areas of the exhibition, we created a microsite to allow people to experience Andalusia virtually. We also designed physical touchpoints such as a 3D pop-up card and memo notepad for VIP guests, adding to the multi-sensory experience.

MICROSITE INFORMATION ARCHITECTURE

Continuing in the process of developing the microsite, we organised the Information Architecture (IA) to create a journey for the users to experience Andalusia and find out more about the exhibition. The website features local photos of Andalusia and Instagram posts from visitors who posted about their exhibit visit, giving the the website more authenticity through people's experiences.

DISCOVER ANDALUSIA

Vivid photos combined with interactive elements of the website enhanced the overall experience, generating excitement and curiosity to learn more about Andalusia through the exhibition. The website User Interface (UI) draws inspiration from different elements of Andalusia. From the region’s architecture, flora and fauna, to motifs and patterns, the website captures the essence of Andalusia’s identity and Spain’s colourful nature.

Further highlighting the culture, nature, and history of Andalusia, the 3D pop-up card takes inspiration from Spain’s traditional Flamenco dance surrounded by Andalusian patios and musical notes denoting the country’s love for music. Olive leaves and mudejar tiles embellish the front of the card as though looking through an open window, making one feel at home in Andalusia and inspiring people to look forward to visiting Spain again.

Spain Awaits You. Discover Andalusia here.