Costa del Sol Tourism's "Grita mi nombre" (Shout my name) campaign reinvents the destination by offering a multi-sensory journey through the province.
Aimed primarily at Generation Z, this initiative reflects new tourism trends, prioritising unique and sustainable experiences in a destination that offers diversity and quality for all types of travelers.
Malaga, March 25, 2024.- The Costa del Sol reinvents itself in a tourism campaign that transcends the limits of what is conventional. With the slogan "Grita mi nombre" (Shout my name), Costa del Sol Tourism presents its 2024 strategy as a road trip through the most authentic corners of the of the Malaga region, where vitality, joy and local talent come together to offer a unique experience. This multi-sensory journey includes breathtaking landscapes, from idyllic beaches to charming villages, passing through great mountains; the typical gastronomy with its own flavours; a living culture of flamenco, museums, traditional festivals and much more. It also has activities for all types of travelers from inland sports and tastings in vineyards to sunbathing on the beach.
In addition, through the sequence of images showed in the campaign clip, a tribute is paid to the pioneering and emblematic tourism of Torremolinos and the symbolic hotel Pez Espada. The campaign invites the visitor to enjoy a starry night in the Torcal de Antequera, an adventure through the caves of El Gato or El Tesoro, a movie-like ride in a convertible passing under the arch of Marbella and breathe in the tranquility of the white streets of Comares or in any other quaint village.
Directed by the agencies NARITA and DISPAR, this campaign aims to reposition the Costa del Sol as a destination full of passion and youth. "Grita mi nombre" presents the Costa del Sol as a place full of talent and energy with the participation of prominent local artists such as the musician Desmelenao, the singer Rocío López "La Boterita" and José Manuel Benítez, first dancer of the Spanish National Ballet.
The initial results of the campaign have been impressive, reaching more than 40 million people in a short period of time. With an outstanding presence in digital media and social networks, it has consolidated itself as an emblematic campaign in the advertising field as it has reached more than 32 million people, with an advertising value equivalent to half a million euros. The heart of the campaign lies in the song "Queriendo Flojito" by Desmelenao, which becomes an anthem of love for the region and its visitors. In just the first few weeks of its release, the song became the young artist's most popular song.
More than just a sun and beach tourist destination, it represents a territory full of nature, heritage, sports, traditions and so much more. All this makes it a customisable destination, with an ever-present past and an innovative future.
With more than 60 years leading tourism in Spain, Costa del Sol Tourismto , a public company of the Provincial Council of Malaga in charge of promoting the province as a tourist destination, has launched this initiative with the aim of giving visibility to its nine counties, 103 municipalities and its population of more than 1.6 million inhabitants. The Costa del Sol offers endless possibilities all year round, from cultural to gastronomic tourism, as well as a variety of inland, nature and beach tourism options.
New tourism context for a new generation
In the context of 2024, Generation Z emerges as a key audience for tourism, representing 20% of the world's population and 30% of global consumers. They seek unique and authentic experiences, prioritising trips that allow them to learn and grow. They prefer to book trips online and are price sensitive but are willing to pay for high quality experiences. In addition, this generation is driving new trends in tourism, such as sustainable and gastronomic tourism.
Costa del Sol ticks all the boxes for the new trends, tastes and needs of all generations, who all have one thing in common: to discover and enjoy.
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