The cost of the campaign, 25,000€, is coming out of the provincial tourism fund. It will run on the internet, radio and magazine ads and a series of posters. Despite the claim that it will be national, the print and radio ads are only running in Granada, Jaén, Murcia, Madrid & Almería.
There are two main posters for the ads, both of them showing a young girl enjoying the beaches, even if they aren’t actually our beaches (the advertising agency took the photos near Almeria city to save driving down here). In one of them the girl is swimming underwater giving the thumbs up sign; in the other she is dancing in the breaking waves on the shore. The slogan is Mojate (get wet) – “Vera & Cuevas beaches – beaches of the Levante of Almeria” (only in Spanish, obviously).
The PR launch was the occasion of much back slapping amongst local politicians, which I shan’t repeat here.