TO CORUÑA FROM CORUÑA by Bap & Conde for Town / City Hall

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TO CORUÑA FROM CORUÑA

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Industry Destinations (Countries & Places)
Media Promo & PR
Market Spain
Agency Bap & Conde
Creative Paco Castillo
Released December 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: TOWN / CITY HALL
Product/Service: TOURIST BRAND CITY
Agency: BAP CONDE
Date of First Appearance: Dec 19 2010
Entrant Company: BAP CONDE, A Coruña, SPAIN
Creative Director General: Miguel Conde (BAP&Conde)
Creative Director General: JV González (BAP&Conde)
Creative Supervisor: Oscar Villar (BAP&Conde)
Creative Team: Paco Castillo (BAP&Conde)
Creative Team: Micky Lobato (BAP&Conde)
Creative Team: Alba Pato (BAP&Conde)
Account Director: Ana Belén Vázquez (BAP&Conde)
Account Team: Silvia Merino (BAP&Conde)
Account Team: Antonio Porto (BAP&Conde)
Account Team: María Vázquez (BAP&Conde)
Media placement: Internet, Mass Media - Special Site, Page Of Facebook - 1 December 2010
Media placement: Street Marketing - Main Streets And Squares - 1 December 2010
Media placement: Radio - SER, COPE, ONDA CERO, RADIO VOZ, RADIO GALEGA - 8 December 2010
Media placement: Press - La Voz De Galicia, La Opinion De A Coruña, El Ideal Gallego, Xornal De Galicia - 10 December 2010
Media placement: PROMO - Coruña Airport - 19 December

Describe the objective of the promotion.
Coruña City Council’s Tourism Department of Coruña City Council wanted to turn the city into a favourite destination for Spaniards and Europeans alike.

To this end, we had to value all that the city can offer, and who better than the citizens themselves to prescribe the charms of the city in which they live. Be they who would attract visitors.

Describe how the promotion developed from concept to implementation.
We started out with the idea that tourists and residents don’t share the same vision of the city. We needed to make the people of Coruña see the city “through the eyes of a tourist”
We created the historic A Coruña – A Coruña flight: we managed to get residents to take off as locals and land as tourists.
¿How the historic flight came about? 75 people were drawn to the historic flight: Vueling VY902 through a site where coruñeses sent photos of their favorite spots in your city. Another 25 seats were sorted by major radio stations

Explain why the method of promotion was most relevant to the product or service.
The desire to do something really unusual led us to rule out common method of promotion.
We had to ensure that the citizens should live the experience, as realistic as possible, a tourist from A Coruña.
We wanted to turn them into strangers, and what better way than coming to your town as tourists arrive.
We chose the most spectacular means of transportation: an airplane. The flight, following the regular protocol aviation allowed to rediscover their city from a different perspective: A Coruña from the air.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The number of entries exceeded all the expectations, even one, wanted to pay for a place. Everyone considered this initiative a novelty, and felt proud and enthusiastic about becoming ambassadors for A Coruña.
The news received widespread coverage in both local and national media, generating tremendous notoriety for the action. So the people of Coruña have rediscovered their city. They saw and appraised it through different eyes. In short, they saw A Coruña through the eyes of a tourist and are now ready to talk about the delights of their city.