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Creativeans C LogoCreativeans

Creating a Unique Destination Brand
for Spain with Branding and UI/UX

Andalusia Spain Tourism Campaign

{ Project Overview }

We created a bus stop campaign for the Spain Tourism Board, keeping Spain present in the minds of Singapore residents during a time of travel uncertainty.

The Instituto de Turismo de España – Turespaña is the official agency of the Government of Spain, responsible for marketing Spain as a tourist destination around the world. In the wake of the pandemic, the campaign was developed to help Spain transcend borders and remain emotionally connected with audiences in Singapore.

From December 2020 to January 2021, 106 posters and digital panels were placed at bus stops across Singapore. Centred on the message “Spain will continue to wait”, the campaign inspired travellers to keep moving to the beat of life, no matter how intense the challenges may be.

A renowned destination struggling to break free from brightness and cliché

{ Creative Challenge }

A renowned destination struggling to break free from brightness and cliché
  1. 01

    The limited opportunities for travel meant that people needed a digital way to learn more about and experience Andalusia

  2. 02

    Travel restrictions caused by the Covid-19 pandemic made marketing destination campaigns more of a challenge

{ The Solution }

A bold campaign that redefined Spain by celebrating its quiet depths and cultural richness

  1. Using Spain’s culture, landmarks, and values in the designs encouraged Singapore residents to be more positive about the return of travel opportunities and raised top-of-mind recall

  2. With the use of cultural motifs and interactive features within the website and the pop-up card, people were able to experience Andalusia in a sensory way

SPAIN TOURISM BOARD PORTFOLIO THUMBNAIL

{ THE DIFFERENCE }

SPAIN TOURISM BOARD before
SPAIN TOURISM BOARD POSTER
{ BEFORE }{ AFTER }
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{ Brand Activation }

We extended the Spain Tourism Board campaign into a multi-sensory experience, bringing Andalusia to life across both physical and digital touchpoints.

Creativeans continued working with the Spain Tourism Board through its collaboration with Gardens by the Bay. We conducted an onsite recce at the Flower Dome to better understand the exhibition space and identify how the visitor experience could be translated beyond the physical venue.

To complement the exhibition, we created a microsite that allowed audiences to experience Andalusia virtually. We also designed physical touchpoints such as a 3D pop-up card and memo notepad for VIP guests, adding a tactile and memorable layer to the overall campaign experience.

Brand Activation

{ Microsite Design }

We developed the microsite’s information architecture to create a clear digital journey for users to experience Andalusia and learn more about the exhibition.

As part of the microsite development process, we organised the Information Architecture to guide users through the content in an intuitive and engaging way. The structure helped visitors explore Andalusia virtually while discovering key highlights of the Gardens by the Bay exhibition.

The website featured local photography of Andalusia alongside Instagram posts from visitors who shared their exhibition experience. This added authenticity to the microsite by bringing in real perspectives, making the digital experience feel more personal, immersive, and connected to the audience.

Microsite Design
Microsite Design image 1
Microsite Design image 2

{ Experience Design }

We designed a vibrant digital and physical experience for the Spain Tourism Board, capturing the colourful spirit of Andalusia across the microsite and VIP touchpoints.

The microsite combined vivid photography with interactive elements to generate excitement and curiosity around the exhibition. Its user interface drew inspiration from Andalusia’s architecture, flora and fauna, motifs, and patterns, translating the region’s rich identity and Spain’s colourful nature into an engaging digital experience.

To further highlight Andalusia’s culture, nature, and history, the 3D pop-up card was inspired by traditional Flamenco dance, Andalusian patios, musical notes, olive leaves, and mudejar tiles. Designed like an open window into Andalusia, it created a warm and memorable keepsake that invited audiences to look forward to visiting Spain again.

Experience Design
Experience Design touchpoint 1
Experience Design touchpoint 2
Experience Design touchpoint 3
Experience Design touchpoint 4

Working with Creativeans is an absolute joy. What we love most about them is that they know how to listen to your ideas and objectives. Mixing with their creativity, it comes to life with more than what you could have imagined. Their visuals speaks your message which is essential to any brand. They are flexible, fun to work with and efficient in all aspects. We will definitely work with them again and again for future marketing campaigns!

SPAIN TOURISM BOARD PORTFOLIO THUMBNAIL
Chet Francisco - Ramos
PR & Media Manager, Spain Tourism Board

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