Bilbao – Bizkaia promotes in Ámsterdam, Milán and París
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The Provincial Council is promoting Bilbao Bizkaia with a campaign that seeks the public's reaction in Ámsterdam, Barcelona, Milán and París. The aim of this initiative is to create an experience that goes beyond conventional advertising, with engaging, eye-catching creativities that invite people in these cities to react to them.
The choice of these cities responds to a selection of the markets considered most interesting according to variables such as the growth they have experienced, the connectivity with our territory or the level of spending by tourists during their stay here.
The creativities used are adapted to each of the spaces to provoke interactions: In Ámsterdam, a tram has been vinylised as if it were a trainera in which the passengers appear to be part of the crew; in París, 170 metro stops have been converted into a gallery of traditional Basque objects that are presented as if they were part of an exclusive design collection; In Milán, the Porta Genova metro station is the setting for a natural Bizkaia and a cultural and design Bilbao in which people are invited to choose their favourite destination; and in Barcelona, the campaign takes a more informal and humorous line at the Diagonal interchange, where 70 metres of hyperbanners play with the user by launching messages linked to the Basque language, places and habits of the people of Bizkaia.
Although the campaign has been devised as a whole, in each of these cities the creativity used has been adapted both to the spaces in which they are located and to the preferences of the tourists in these markets. The aim is to provoke a reaction in these people, and to this end, the creatives used are enveloping and eye-catching, capturing the attention of the people who pass through the places chosen for the development of this promotional initiative: the metro in Paris, Milan and Barcelona, and the tram in Amsterdam.
The latter has been vinylised to transport those who use it to Bilbao Bizkaia through the sea, from a trainera in a coastal environment, where the seafaring traditions and lighthouses of our unusual coastline are present. Those who use this mode of transport will become the protagonists of the campaign, as they will be seen from the outside as part of the crew of the trawler or of a port in our territory.
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