Although beautiful, the trouble with such ambitious projects is measuring the return on investment from increased visitor interest to tickets actually bought.
Most tourists dream about visiting Barcelona without considering the unique Catalan region, where it is located, nor the gorgeous coast that runs along it.
The Catalan Tourist Board is seeking to change that with a video campaign produced by international filmmakers and shared on Vimeo for top social potential. The tourism board commissioned five Spanish and international filmmakers to capture five provinces of the Catalonia region, each using a different technique.
Each two to three minute video is a gorgeous fast-paced journey through the hills, waves and streets of each area. Overall, there is a heavier focus on scenery and sense of place than people and activities.
“Our main objective with digital content — videos, pictures, blog posts — is that it gets viral for it’s own interest. We want people to get seduced by our country, but through the artists point of view,” explains Elena Roig, head of digital marketing at the Catalan Tourism Board.
The tourism board push their content through their social media channels including Facebook, Twitter, Instagram and Pinterest.
The total cost of creating the videos is estimated at $54,000 (40,000 euros). The tourism board has previously worked with bloggers and Instagram influencers, but wanted to expand into video with this campaign.
“Our main aim is projecting – in a cool way – the Catalan way of life, it’s people, traditions, landscapes by giving the filmmakers freedom to their artistic work.”
The filmmakers explore different techniques from timelapse to miniaturization, and the videos are a treat for anyone who has ever explored the region and recognized its unique characteristics.
All of the videos were shot over a seven-day period in May with the results coming online in the past two weeks. The videos explore Barcelona Province, Lleida Province, Tarragona Province, Girona Province, and Barcelona city.
The concept may have also been inspired by the Canary Island tourism board, Turismo de Canarias, which executed a similar campaign earlier this year.
Take a quick trip to the Mediterranean with the five videos below:
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Photo credit: The opening scene of the beautifully produced Barcelona video. Rob Whitworth / Vimeo