Euskadi promotes its nature with National Geographic
A team of professionals from the publication has visited various coastal and nature resources in the Basque Country to produce a series of reports and videos. The Department of Tourism, Trade and Consumer Affairs, in collaboration with TurEspaña, has activated, coinciding with the end of the summer season, a tourism promotion campaign aimed at the markets of the United Kingdom, France, Belgium, Germany, Holland and the United States.
A National Geographic team made up of, among other professionals, Matthieu Paley, winner of the World Press Photo award and one of the most internationally renowned travel and nature photographers, visited various locations, which has been captured in photographic reports and audiovisual pieces in which the characteristics of the resources have been explained with the help of local guests. The common thread has been the history of Basque seafarers associated with the places visited and, on occasions, the legends related to them.
In the reports, Matthieu Paley had the opportunity to visit the Albaola maritime factory and talk to its manager, Xabier Agote, who shared the secrets of the manufacture of the nao San Juan ship, a replication of the first transoceanic merchant ship, which is built in the Pasaia shipyard. He also visited emblematic places on the Basque coast such as San Juan de Gaztelugatxe or Elantxobe and the cliffs of Ogoño and the legend associated with the Lamias. This route was explained by the translator and singer Amaia Gabantxo.
This initiative forms part of a campaign to promote tourism in the Basque Country aimed at the markets of the United Kingdom, France, Belgium, Germany, Holland and the United States
The agreement with National Geographic has generated highly attractive content and a credible message, as the material is produced by a prestigious brand. In addition, thanks to this campaign, the best creative talent related to travel journalism has visited the Basque Country and memorable reports have been developed by professionals of international renown. Finally, the agreement offers that the creativities behave in the different social networks of National Geographic. It is, in short, what in marketing is called Branded Content and its objective is to amplify the knowledge of strategic markets of Destination Euskadi and its strengths in nature tourism and its commitment to sustainability.
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