Campaigns
San Sebastián promotes itself through other destinations: ‘We miss you. We will travel again.’
Donostia San Sebastián Tourism presents an original tourism campaign with an emotional and supportive approach, seeking empathy and connection with the national public. It is a message of understanding between travellers: the people of San Sebastián want to visit other cities, and they also want them to come to San Sebastián.
– The campaign will run from 3 March to 31 July and will consist of two phases: the first in which we dream of travelling – ‘We miss you. We will travel again’ – and once mobility is permitted, a second phase – ‘Now we can travel again. Our home is your home’.
– The innovative aspect of the campaign is that it promotes San Sebastián through other destinations. It appeals to travellers from the cities that visit us most, and to this end, creative pieces have been created with personalised messages and images of emblematic places in Madrid, Catalonia, the Basque Country, Navarre, Zaragoza, Valencia, Seville and Malaga…
– The campaign also uses the idea of the oarlock, a fundamental piece of rowing equipment, as a symbol of coming together to overcome this situation and giving potential travellers a little piece of the essence of our city.
– The innovative aspect of the campaign is that it promotes San Sebastián through other destinations. It appeals to travellers from the cities that visit us most, and to this end, creative pieces have been created with personalised messages and images of emblematic places in Madrid, Catalonia, the Basque Country, Navarre, Zaragoza, Valencia, Seville and Malaga…
– The campaign also uses the idea of the oarlock, a fundamental piece of rowing equipment, as a symbol of coming together to overcome this situation and giving potential travellers a little piece of the essence of our city.
Adapting to the current climate of uncertainty, Donostia San Sebastián Tourism is launching a nationwide branding and positioning campaign for the city, with a strong emotional component. The main objective is to connect with potential travellers from other cities, inspiring them to dream, telling them that we want to visit their cities, and inviting them to enjoy ours.
The Councillor for Sustainable Tourism, Cristina Lagé, pointed out that ‘we have devised a campaign with an original approach: promoting San Sebastián through other destinations, personalising the messages and giving a nod to each city, and showing images not only of San Sebastián but also of the destinations that we, the people of San Sebastián, want to visit, and whose citizens we miss and wish to see again in our city’.
The Councillor for Sustainable Tourism, Cristina Lagé, pointed out that ‘we have devised a campaign with an original approach: promoting San Sebastián through other destinations, personalising the messages and giving a nod to each city, and showing images not only of San Sebastián but also of the destinations that we, the people of San Sebastián, want to visit, and whose citizens we miss and wish to see again in our city’.
Creative pieces, videos and landing pages have been created on the website www.sansebastianturismoa.eus with personalised messages for the eight cities or regions that visit us most – Madrid, Catalonia, Basque Country, Navarre, Zaragoza, Valencia, Seville and Málaga – in four languages: Basque, Spanish, Catalan and Valencian. In other cities, the general version of the campaign will be disseminated.
The campaign will run from 3 March to 31 July and will consist of two phases: the first will be in place while mobility restrictions remain in force, and the second will be activated once travel becomes possible again.
It will be a 100% digital campaign, and will be disseminated through geographical segmentation and by interests (cosmopolitan audience, interested in travel, sports and cultural activities, etc.) on the main channels: YouTube, Facebook, Instagram, Twitter, Google Display for Remarketing and Spotify.
The campaign will run from 3 March to 31 July and will consist of two phases: the first will be in place while mobility restrictions remain in force, and the second will be activated once travel becomes possible again.
It will be a 100% digital campaign, and will be disseminated through geographical segmentation and by interests (cosmopolitan audience, interested in travel, sports and cultural activities, etc.) on the main channels: YouTube, Facebook, Instagram, Twitter, Google Display for Remarketing and Spotify.
Phase 1: ‘We miss you. We will travel again.’
In the first phase of the campaign, an emotional message of solidarity and friendship is sent to travellers who want to visit us but are not yet able to do so: ‘We miss you, but cheer up, because we will be travelling again soon’. We seek to empathise with our target audience with a positive message of future and hope.
The strobe, a little piece of San Sebastián, and a weekend of regattas.
In this first phase, the campaign also returns to our fishing origins, through the idea of the union of the strobe, a fundamental piece in rowing. It is the piece that holds the oar, and if it gives way or breaks, there is no rowing. The strobe is used as a gift of great symbolism, very typical of San Sebastian, for those travellers with whom we want to share a little piece of our city.
The strobe, a little piece of San Sebastián, and a weekend of regattas.
In this first phase, the campaign also returns to our fishing origins, through the idea of the union of the strobe, a fundamental piece in rowing. It is the piece that holds the oar, and if it gives way or breaks, there is no rowing. The strobe is used as a gift of great symbolism, very typical of San Sebastian, for those travellers with whom we want to share a little piece of our city.
Travellers interested in receiving more information about the campaign will be sent a free bracelet or keyring, handmade in San Sebastian, after filling out a form. The bracelet was made by Saioa Torres (Baby Mundua), whose family has close ties to the sea, and the keyring by Igor Herce (E-Mendi), owner of a workshop dedicated to the design and creation of leather goods.
Participants will also be entered into a draw for a weekend for two at the Lasala Plaza Hotel****, in a room with sea views and breakfast included, during the Bandera de la Concha final. The regatta final can be viewed from a privileged location, and participants can also choose a water activity in San Sebastián from among the various activities offered at sansebastianturismoa.eus/shop.
Participants will also be entered into a draw for a weekend for two at the Lasala Plaza Hotel****, in a room with sea views and breakfast included, during the Bandera de la Concha final. The regatta final can be viewed from a privileged location, and participants can also choose a water activity in San Sebastián from among the various activities offered at sansebastianturismoa.eus/shop.
Phase 2: ‘Now we can travel again. Our home is your home.’
The second phase of the campaign will be launched when we are able to travel again, and will be a direct invitation to come to the city and feel like a local. It will be a more colourful and cheerful campaign, once again giving a nod to each of the cities: we will invite people to come and enjoy our city while the locals travel to their cities!
The campaign will follow the same line, with the same protagonist, but this time accompanied, as she eagerly prepares for her trip to those destinations she has missed so much. This second phase will feature a landing page with local plans and activities, proposed by the entities associated with Donostia San Sebastián Turismoa.
*The recording of the videos was made possible thanks to the collaboration of the Donostiarra Rowing Club and the Urki Rowing Club.
The campaign will follow the same line, with the same protagonist, but this time accompanied, as she eagerly prepares for her trip to those destinations she has missed so much. This second phase will feature a landing page with local plans and activities, proposed by the entities associated with Donostia San Sebastián Turismoa.
*The recording of the videos was made possible thanks to the collaboration of the Donostiarra Rowing Club and the Urki Rowing Club.