Launched via Spain’s official social media channels, each ambassador highlights what they love about Spain through a series of short videos, encouraging other social media users to do the same.
The first ambassador and contributor to the ‘Spain in 10 seconds’ campaign is internationally acclaimed psychiatrist, researcher and author Luis Rojas Marcos. He points out that you can fall in love with a person in just a few seconds and poses the question; can you fall in love with a country in less than 10 seconds?
During the week, contributors will include designer Ágatha Ruiz de la Prada and badminton champion Carolina Marín. Other ambassadors will be revealed throughout the campaign but will include a famous tennis player, F1 driver, ballet dancer, chef, opera singer and golf player amongst others. The objective will be to highlight personal perspectives, unique places, customs, quirks and rhythms, showcasing the magic of the destination and the way of life of Spanish people.
The campaign targets a digitally savvy and highly engaged audience with a propensity to enjoy a wide range of experiential activities whilst on holiday and have a high disposable income. Designed as a strong catalyst to attract year-round travel and dilute seasonal-dependency, ‘Spain in 10 Seconds’ has been launched across 15 countries and has been segmented based on a range of factors. These include the user’s interests, destination of origin, and affinity with the specific ambassador, enabling Spain to target a more captive and engaged audience.
‘Spain in 10 seconds’ is a continuation of Spain’s 2017 digital campaign ‘Spain is part of you’. In this instance however, the focus of the campaign highlights the traveller’s motivations rather than the destination’s tourism proposition, positioning the visitor at the heart of the campaign.
