Under the label # SueñoconXàbia, the Department of Tourism of the Javea Town Hall Today launches a first communication campaign on social networks Instagram (https://www.instagram.com/stories/xabia_turisme/2318861939054533731/) and Facebook that seeks to place the town as a desired destination in times of confinement.
The concept of this pre-campaign revolves around Xàbia as a place to visit when general mobility is allowed by the administrations. During the COVID-19 health crisis, people have had strange dreams, but those dreams have been cleared over time thanks to the vision of Xàbia as a vacation destination.
The campaign is very focused on the social network Instagram, in the story format, which currently has the greatest growth and interaction by users. A series of five short and dreamlike videos based on these dreams will be published on Instagram and also on Facebook. At first they are strange, with memories of the time of quarantine, but they evolve with the images of Xàbia as protagonists.
These videos will be promoted among the public that has been chosen as the determining factor to relaunch the Xàbia brand for the summer campaign. They are the Valencian Community, that of Madrid, Castilla la Mancha, La Rioja, the Basque Country, Navarra and Aragon. And waiting for an opening of international tourism.
Draw of dream experiences
With the aim of promoting the sharing of these dreams, the continuity of this pre-campaign is a draw. The mechanics are that from the publication of the five videos, users share a desire for experience in Xàbia (diving, spending a weekend, shopping, eating in a restaurant ...) with a video, a photo ... in the different social networks with the hashtag # SueñoconXàbia and its location at that time. The Department of Tourism will choose some of these dreams and make them come true. The winners must enjoy the experiences in Xàbia.
Disruptive pre-campaign
Councilor for Tourism, Tony Miragall, has explained that he has opted for a campaign "disruptive, far from the most formal concepts, because we are going to find a market full of advertising campaigns for tourist destinations. We trust that this original campaign, which appeals to something as personal as dreams, will attract the attention of our target audience "
Target with values that do not change
This pre-campaign is the prologue to the main campaign to promote Xàbia after the COVID-19 health crisis, which is scheduled to launch in early June. This campaign can be anticipated to be based on videos of a longer duration, focused on visualizing Xàbia as a destination that has maintained its essence despite the crisis.
The campaign will communicate that Xàbia continues to be a perfect place for holidays not only in summer but throughout the year thanks to preserving its values: sustainability, natural resource management, gastronomic and commercial offer, nature ...
