Spain launches a campaign in which personalities encourage us to fall in love with this country in 10 seconds.
Can we fall in love with a person, a landscape, a city or a country in just ten seconds? The renowned Spanish psychiatrist Luis Rojas Marcos says we can. This is the underlying premise of the latest digital marketing campaign by Turespana, a public body attached to the Spanish government’s Ministry of Energy, Tourism and Digital Agenda. Rojas Marcos challenges travelers to make a short video setting out the reasons why they fall in love with Spain.
Spanish personalities from the cinema, music, gastronomy, sports or fashion worlds have taken up the challenge and offer their personal views on life in Spain, their experiences and preferred destinations.
One of the first was the tennis player Rafa Nadal, who encouraged everyone to share their own 10 seconds. The actress Elsa Pataky also reveals two of her passions in her video: shopping in the vibrant Born district of Barcelona and enjoying the famous “Madrid nightlife” on one of the terraces offering spectacular views over the city. Rojas Marcos uses his video to show off the spectacular architectural and cultural complex that is the City of Arts and Sciences in Valencia, designed by Santiago Calatrava.
The winner of the Augusta Masters tournament, Sergio Garcia, invites everyone to play golf in Spain at any time of the year, thanks to our wonderful climate. He does so from the Valderrama Golf Club in San Roque (Cadiz), one of the many top class golf courses in our country. Moreover, he urges everyone to discover the coastal town of Peniscola in his native region, Castellon. This is one of the most beautiful towns in Spain with its medieval Papa Luna castle, a setting used in Game of Thrones. The actress Paz Vega also shares the love she feels for the city of her birth, Seville, from beneath the imposing tower of its cathedral, the Giralda.
And the list would be incomplete without a representative of our famous gastronomy. Juan Maria Arzak, one of the Spanish chefs who can boast having a restaurant with three Michelin stars, underscores the prominent role Spain plays in cutting-edge cuisine as he offers us a glimpse of his haute-cuisine laboratory and restaurant in San Sebastian.
The ever-growing list already includes other internationally-recognized Spaniards such as the fashion designer Agatha Ruiz de la Prada, who takes on the role of arts and culture ambassador for our country from La Pedrera, the impressive modernist building in Barcelona inspired by nature and designed by Antonio Gaudi; or Javier Fernandez, figure skating world champion, who proudly displays the dreamlike golden sands of Papagayo Beach on Lanzarote in the Canary Islands. Another prominent figure who has accepted the challenge is the dancer Tamara Rojo, artistic director of the English National Ballet in London, who shows us her beloved Royal Theater in Madrid, as well as spectacular views of Toledo, the ancient “City of Three Cultures”, from one of its many vantage points. Finally, the badminton Olympic champion at the 2016 Rio de Janeiro games, Carolina Marin, enjoys jogging around Madrid, with the iconic Puerta de Alcala as a backdrop.
The campaign is developed by Ogilvy & Mather Madrid.