Andalucia is doubling down on its tourism campaign to attract high-spending American visitors, who, on average, spend €217 per day compared to the €137 average from other countries. The Junta de Andalucía has now partnered with Oscar-winning composer Hans Zimmer for the latest promotional instalment, titled “The Surrender of Andalucian Crush.”
This campaign is following last year’s record-breaking campaign featuring Game of Thrones actor Peter Dinklage. The strategic move aligns with recent data showing that US visitor numbers to Andalucia rose by 29.1% in 2023. Therefore, the region is hoping to boost those figures further by showcasing the campaign at the prestigious World Travel Market (WTM) in London.
Also read: Beware of the ‘Andalucian crush’!
Creative agency Ogilvy crafted the campaign. It takes a unique approach by blending traditional Andalucian cultural elements with internationally recognised figures. The first campaign, “Andalucian Crush,” highlighted Andalucia’s captivating charm through evocative music and cinematic visuals. It captured attention in the US, UK, Germany, and other major tourism markets.
Campaign in Times Square in New York
President of Andalucia, Juanma Moreno, expressed his hopes for a similar response to the latest campaign. This will be prominently displayed on international platforms, including the iconic screens of Times Square in New York City. “We want the world to discover the unique magic of our region,” said Moreno. “This initiative is about quality tourism that leaves a lasting impression.”
A strategic expansion of direct connections and impact
Data from the first campaign period showed an impressive 2.3 billion views globally, with high engagement in the United States, China, Japan, and across Europe. Building on these results, the Junta has expanded Andalucia’s tourism infrastructure to facilitate direct travel from the US, including the now-daily United Airlines flight from New York to Málaga. Efforts are also underway to secure a direct flight from Miami to Seville, potentially opening Andalusia to even more American travelers.