Comments

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  David Paul Appell January 19, 2010 at 4:44pm

  That's a pretty good strategic assessment of the campaign, Alan, thanks -- any thoughts on my question about Andalucía vs. Andalusia?
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  Alan 'Brand' Williamson January 19, 2010 at 4:40pm

  Culture-Clash
  A brand-development journey deep into the murky waters of culture clashes, conflicts, collisions and contradictions – the source of many future-focused big brand ideas.
  
  Brand Andalucia
  Andalucia Loves You, is sadly, a heart-breaking concept destined for the tragic-romantic graveyard occupied by I LoVermont, Fall in Love with Louisiana, Oregon – We Love Dreamers, Love Cyprus, Live It! Love It! Hong Kong and its identical twin: Live It! Love It! Leeds. The only notable exceptions being: Virginia is for Lovers, and I Love New York.
  
  Andalucia's latest video, whilst beautifully composed, could well be anywhere in Spain. Actually, the golf and horse scenes are promoting Portugal's Algarve region - to the sub-conscious mind.
  
  It's time for Brand Andalucia to find its future-focused big brand idea within the cultural collisions facing its people. Here are some promising areas for investigation:
  1.The North African-Spanish cultural collision
  2.The Gibraltar Question between Britain and Spain
  3.The Bullfighting and Animal Freedom Movement conflict
  4.The traditional v modern Flamenco (dance and music) cultural movement
  
  Let's dive a little deeper into culture-clash No.4. As the Land of the Flamenco, Andalucia is perfectly positioned to future-focus this powerful cultural movement of self-expression and beauty. Nuevo Flamenco's fusion with salsa, rumba, rock and so on goes way beyond music and dance and penetrates deep into the soul of both Hispanics and non-Hispanics ie. Duende.
  
  Brand Andalucia's sub-brands – provinces, cities and resorts – to be brought in to focus on the region's other strengths.
  
  Then, complete with its future-focused big brand idea, it needs to inspire Brand Spain and its capital city Brand Madrid. But first Spain needs to pension off its toothy 'smile' campaign if it ever wants to recover its World No.2 destination position from Brand America. And Madrid needs to re-visit its Madrid Only Happens in Madrid campaign as it under-performs Spain's second city – Barcelona – in terms of spend per foreign visitor.
  
  The culture clash between the Hispanic 'Old World' and the 'New World' could well be the source of a future-focused big brand idea for Brand Spain led by its Capital city: Madrid [30-sec Video]
  
  OK brand developers of Tripatini - it's back to you...
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  David Paul Appell January 19, 2010 at 3:54pm

  This is turning out to be a great discussion forum. Rafa, maybe you know -- I've always wondered why the Andalusia folks have always insisted on branding themselves even in English-language campaigns as "Andalucía" in Spanish, against the still prevailing English-language media and general preference for the traditional name in English, "Andalusia." After all, the SNTO for example hasn't been trying to make us all switch to "España."
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  José Balido January 18, 2010 at 11:16pm

  LOL If you ever see it on video, let me know! Seriously though the campaign is gorgeous, and those kinds of little grammatical errors always slip through.
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  Rafa Luque January 18, 2010 at 10:53pm

  Ups!!!. "te acaricia sus pies" should be a really difficult task to perform!!! :::)))
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  José Balido January 18, 2010 at 10:48pm

  You're right, Rafa, the new Andalucía campaign is brilliant work. One thing though: they have a major grammatical booboo on the home page at http://www.andalucia.org/nueva_campana/: "te acaricia sus pies" is formal, where the rest of the copy uses the informal "tú" ... and in correct Spanish, it should be "te acaricia los pies," since "tus" would be redundant with "te" ... should we tell them? Guess they haven't noticed!
  
  campaign at
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  Rafa Luque January 18, 2010 at 10:34pm

  Good question, Paul. Regional Authorities have been pouring huge quantities of money on these clichés (made by Bassat Ogilvy). Hopefully, if the new Marketing Plan is taken into a serious consideration, things will change!.This new plan was coordinated by Eulogio Bordas and his team of THR. And they've done an excellent job.
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  Paul Barnett January 18, 2010 at 10:12pm

  Re Andalucia, I can´t comment on the timing of branding actions, but I did take a look at the link, and the site in English. I spent a great Christmas period there some years ago, and know it to be a great place. The images used in the marketing just don´t reflect they place I liked so much. Most images sell the attractions and sights,but not the experience or the atmosphere, and certainly not the food and wine which were fantastic, and the main reason I would return. Some of the beach images (with people) sell some of the feeling, but are pretty generic and cliché. Thankfully I didn´t see the "Andalucia loves you" strapline on anything in English as that just makes me cringe - emphasising the issue of cultural sensitivities I guess. I think this case also highlights the fact that past visitors are perhaps your best marketing assets - I would definately recommend anyone to visit! But how many marketing strategies make the most of this salesforce?
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  Rafa Luque January 18, 2010 at 7:54pm

  Just a brief note to update Rossitza Ohridska-Olson' info about Andalucia, Spain branding strategy. Since the Expo 92, Andalucia has undertaken two major re-branding actions (Andalucia there is only one and the newest, Andalucia loves you) and it's the main destination among locals. http://www.andalucia.org/nueva_campana/
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  Paul Barnett January 16, 2010 at 9:22pm

  Alan, thanks for an excellent contribution. I now see where you are coming from.
  
  I think your assessment and examples are elightening, and I am intrigued to hear you expand on the last paragraph if you would, expecially the sentence, "It's the journey not the destination which might prove to be the most valuable aspect for us brand developers."