Brand Tracker

Welcome to the automated Brand Tracker diaries.

Uruguay

Montes del Plata Continues to Promote Culture (Celebrated the 12th Edition of the National Tea Table Contest in Conchillas)

Campaign: 12th National Tea Table Contest

Source: https://infonegocios.biz/y-ademas/montes-del-plata-sigue-haciendo-cultura-celebro-en-conchillas-la-12a-edicion-del-concurso-nacional-de-mesas-de-te

Goal: Preserve and promote British traditions in Conchillas

Claim: Tea and Conchillas are eternally associated through tradition and culture

Summary: The 12th edition of the National Tea Table Contest, supported by Montes del Plata since its inception in 2013, brought together hundreds of visitors in Conchillas, celebrating culture, gastronomy, and local identity. The event has become a reference point for the community, emphasizing the British traditions that shape the identity of Conchillas and fostering intergenerational ties.

Mexico

Premiere: Atún Dolores, Havas Mexico and Whisky present ‘OrganillAd’

Brand: Atún Dolores

Campaign: OrganillAd

Source: https://www.adlatina.com/publicidad/preestreno-atn-dolores-havas-mxico-y-whisky-presentan-organillad

Goal: To create a new advertising medium using traditional organ grinder music

Claim: For the first time, a commercial jingle is played from a street organ

Media: Street advertising through organ grinders

Summary: Atún Dolores launched the 'OrganillAd' campaign, creating a unique advertising medium by using traditional street organ music to play a commercial jingle. This innovative approach connects the brand with Mexican culture while respecting the tradition of organ grinders, involving collaboration with the Union of Organilleros. The campaign aims to engage audiences in Mexico City, honoring the essence of a beloved cultural practice.

advertising cultural heritage innovation

Italy

Calabria Region starts a €95 million tender for campaigns and territorial marketing

Brand: Calabria

Campaign: Orizzonte Calabria

Source: https://brand-news.it/brand/istituzioni/enti/regione-calabria-parte-la-gara-da-95-milioni-per-campagne-e-marketing-territoriale/

Goal: Strengthen the positioning of Calabria and reach new audiences

Claim: Calabria Straordinaria

Media: Digital marketing campaigns, offline actions

Summary: The Calabria Region has initiated a tender process for tourism promotion and marketing services amounting to €95 million, aimed at enhancing the brand 'Calabria Straordinaria'. The campaign consists of two lots: one targeting the Italian market, covering 12 regional territories, and the second focusing on European markets, including the UK, Germany, and Turkey. The aim is to bolster the region's cultural and natural heritage and promote year-round tourism.

cultural heritage marketing Regional Promotion tourism

Bosnia and Herzegovina

Brands in the Rhythm of the Sarajevo Festival: Mastercard’s Red Carpet Wide Enough for Everyone

Brand: Mastercard

Campaign: The red carpet is wide enough for everyone

Source: https://www.media-marketing.com/tema-dana/brendovi-u-ritmu-festivalskog-sarajeva-mastercardov-crveni-tepih-dovoljno-sirok-za-sve/

Goal: To promote accessibility and inclusivity at the Sarajevo Film Festival

Claim: The red carpet is wide enough for everyone

Media: Digital, OOH, event activation, PR

Summary: Mastercard celebrates twelve years of partnership with the Sarajevo Film Festival, highlighting its evolution and continued commitment. The 'Red Carpet is Wide Enough for Everyone' campaign aims to make the festival more inclusive for diverse voices and stories, offering early ticket access and discounts for Mastercard users. The campaign integrates the iconic red carpet as a symbol of access and connection to local culture and gender equality, promoting the festival as a reason for travel.

cultural heritage film festival inclusivity Mastercard

Spain

Madrid Encourages High-Value Tourist Arrivals with the Major Campaign ‘Madrid Beats’ Created by Havas

Brand: Madrid Tourism

Campaign: Madrid Beats

Source: https://brand-news.it/brand/tempo-libero/turismo/madrid-incentiva-gli-arrivi-dei-turisti-ad-alto-valore-con-la-grande-campagna-madrid-beats-firmata-da-havas/

Goal: Promote high-value tourist arrivals and establish Madrid as an attractive urban destination.

Claim: The invisible heart of Madrid.

Media: Television, digital platforms, print media, branded content

Summary: The 'Madrid Beats' campaign, developed by Havas Creative for Madrid Turismo, aims to attract high-value tourists from the US, Canada, Asia, the Middle East, and Latin America, showcasing the city's unique energy and spirit. The campaign features a main spot exploring the city's history through iconic figures and includes various media formats in multiple languages. It runs until December 2027 across 13 countries.

advertising cultural heritage Madrid tourism

UAE

Emirati Women’s Day: Highlighting the team that markets ‘deep time’

Brand: Natural History Museum Abu Dhabi

Campaign: Opening Campaign

Source: https://campaignme.com/emirati-womens-day-highlighting-the-team-that-markets-deep-time/

Goal: Introduce and connect audiences to the museum's narrative and relevance to the natural world.

Summary: The opening campaign for the Natural History Museum Abu Dhabi aimed to introduce a unique cultural destination that merges science, storytelling, and immersive experiences while making complex narratives accessible and engaging for diverse audiences. Led by a team of six women, including five Emirati employees, the campaign sought to connect the museum's vast stories to the UAE's own history and natural heritage.

cultural heritage marketing museum science

Saudi Arabia

AlUla maps Odysseus’ ship in the stars as Homer’s epic comes to life in Saudi skies

Brand: AlUla

Campaign: Odysseus Asterism Experience

Source: https://campaignme.com/alula-maps-odysseus-ship-in-the-stars-as-homers-epic-comes-to-life-in-saudi-skies/

Goal: Engage visitors with Greek mythology through stargazing

Claim: Experience mythology beneath the stars

Media: Guided experiences, local operators, and resorts

Summary: AlUla has created the Odysseus asterism, an interpretive star pattern depicting the legendary ship of Odysseus, as a part of its commitment to astrotourism. This initiative invites visitors to explore Greek mythology and experience stargazing in the clear night skies of AlUla, enhancing connections to ancient narratives and cultural heritage.

astrotourism cultural heritage mythology stargazing

Portugal

There is a place in the world where flowers bloom when the people want

Brand: Delta Cafés

Campaign: Festas do Povo 2026

Source: https://www.imagensdemarca.pt/artigo/ha-um-sitio-no-mundo-onde-as-flores-nascem-quando-o-povo-quer/

Goal: Celebrate community identity and culture

Claim: Transforming tradition into a cultural and economic asset

Summary: The Festas do Povo, a century-old tradition in Campo Maior, returns in 2026 after an 11-year hiatus, rallying the community around a collective project that asserts their territorial identity. Recognized by UNESCO as Intangible Cultural Heritage, the festival highlights creativity and community spirit while honoring the legacy of Rui Nabeiro, with public access to his birthplace and decorations throughout the town.

community celebration cultural heritage

Portugal

Delta Cafés Returns to Its Roots with Campaign Dedicated to Alentejo

Brand: Delta Cafés

Campaign: Há muito Alentejo em Delta

Source: https://www.imagensdemarca.pt/artigo/delta-cafes-regressa-as-origens-com-campanha-dedicada-ao-alentejo/

Goal: Celebrate and honor the culture and traditions of Alentejo.

Claim: There is a lot of Alentejo in Delta

Media: outdoor and digital media

Summary: Delta Cafés has closed its regional campaign cycle with a tribute to Alentejo, where the brand originated. The campaign emphasizes authenticity and cultural appreciation, showcasing real stories of local artisans and traditions. It highlights the role of coffee in everyday moments, with a particular focus on outdoor and digital channels in the Alentejo region.

Alentejo Coffee cultural heritage local traditions

Portugal

House where Rui Nabeiro was born opens to the public during the Festas do Povo de Campo Maior

Brand: Delta Cafés

Campaign: Festas do Povo de Campo Maior 2026

Source: https://www.imagensdemarca.pt/artigo/casa-onde-nasceu-rui-nabeiro-abre-ao-publico-durante-as-festas-do-povo-de-campo-maior/

Goal: To celebrate the legacy of Rui Nabeiro and enhance the company's historical connection to Campo Maior.

Media: Event activations, installations, performances

Summary: For the first time, the house where Rui Nabeiro was born will open to the public during the Festas do Povo de Campo Maior, as part of a series of initiatives by Grupo Nabeiro. The event includes street decorations, the Delta House with brand experiences, tastings, and a drone show by Delta Cafés scheduled for specific nights. This edition marks the first celebration after UNESCO recognized it as an Intangible Cultural Heritage.

brand experience community engagement cultural heritage

Portugal

Adega Mayor Launches Official Wine of the Festas do Povo de Campo Maior

Brand: Adega Mayor

Campaign: Official Wine of the Festas do Povo de Campo Maior

Source: https://www.imagensdemarca.pt/artigo/adega-mayor-lanca-vinho-oficial-das-festas-do-povo-de-campo-maior/

Goal: Celebrate cultural heritage and contribute to the preservation of local traditions

Claim: A tribute to collective strength and the land where we were born

Media: Events and guided tours

Summary: Adega Mayor celebrates the return of the Festas do Povo in Campo Maior by launching a limited edition wine that honors the cultural heritage of the region. A portion of the proceeds will support the Festas do Povo Association. The campaign includes wine tastings, decorations, and guided tours during the festivities.

community engagement cultural heritage wine

Spain

Andalucía Takes Its Tourism Proposal to Rome with a QR Code Made from Handcrafted Tiles

Brand: Andalucía

Campaign: Tourism Promotion in Rome

Source: https://www.reasonwhy.es/actualidad/turismo-andalucia-codigo-qr-azulejos-roma-andalusian-stargate

Goal: Promote tourism in Andalucía

Media: QR code

Summary: Andalucía is showcasing its tourism proposal in Rome using a unique QR code created from handcrafted tiles. The initiative aims to attract visitors by highlighting the cultural and artistic heritage of the region.

cultural heritage tourism

Italy

Venice International Foundation presents with Havas Arte e Cultura and Nativa the Pact for Art to protect heritage

Brand: Venice International Foundation

Campaign: Patto per l’arte

Source: https://brand-news.it/brand/istituzioni/enti/venice-international-foundation-presenta-con-havas-arte-e-cultura-e-nativa-il-patto-per-larte-a-tutela-del-patrimonio/

Goal: To support and preserve Venice's artistic heritage through a long-term collaboration

Claim: Co-creating cultural projects for shared value

Summary: The Venice International Foundation, in collaboration with Havas Arte e Cultura and Nativa, has launched the 'Patto per l’arte' in Milan, aimed at establishing long-term support for the artistic heritage of Venice. Various companies, including Banca Ifis and Deloitte, will join in multi-year initiatives focusing on restoration, training programs for youth, and enhancing museums. Havas aims to transform culture into a key asset for reputation and shared value, emphasizing the importance of co-creation in cultural patronage.

collaboration cultural heritage long-term support patronage