Welcome to the automated Brand Tracker diaries.
Turismo de Navarra or How to Build a Destination Brand through Gastronomy
Source: https://www.reasonwhy.es/estrategia-publicidad-turismo-navarra-construir-marca-destino-gastronomia
Goal: Build a strong destination brand
Summary: The article discusses how Turismo de Navarra focuses on building its destination brand through the promotion of its gastronomy, despite some opinions suggesting a lack of investment in social media. The emphasis is on the unique aspects of the region that could appeal to visitors.
Finland criticizes Visit Sweden’s coolcation strategy – warns of unethical marketing
Goal: Promote tourism in Sweden as a cool alternative.
Claim: coolcation
Summary: Visit Sweden promotes Sweden to tourists with the 'coolcation' concept, while Helsinki Partners criticizes this strategy as unethical marketing. Visit Sweden defends its approach, stating it aims to meet new travel needs rather than exploit the climate crisis.
CFL promotes its tourist circuits Hike / Bike & Rail with the agency VOUS
Source: https://www.adada.lu/2023/04/cfl-promeut-ses-circuits-touristiques-hike-bike-rail-avec-lagence-vous/
Goal: Promote tourism circuits
Summary: CFL is promoting its tourist circuits for hiking, biking, and rail travel in collaboration with the agency VOUS.
Coo’ee signs the campaign for the 80th anniversary of ASAT
Goal: To celebrate the 80th anniversary of ASAT and enhance its identity in Trentino tourism.
Claim: Viva Ospitalità
Media: Annual convention, celebratory merchandising, social media communication, docufilm
Summary: Coo’ee has developed a communication project for the 80th anniversary of ASAT, the Association of Hoteliers and Tourism Businesses of the Province of Trento. The agency undertook a light rebranding of the association's logo, created a celebratory mark for the anniversary, and developed the creative concept 'Viva Ospitalità' to narrate ASAT’s role in Trentino tourism. The concept has been applied in the annual convention, celebratory merchandise, and social media communication. Additionally, a 12-minute docufilm documenting ASAT’s history and evolution, featuring testimonials and archival materials, is part of the project.
Rome Capital Closes Tender for New City Branding: Superhumans for Creativity, Pomilio Blumm for Media
Goal: Position Rome as a global, sustainable tourism destination and attract diverse audiences.
Claim: Rome, Experience Heritage Through Contemporary Beauty
Media: Media planning and strategic buying
Summary: Rome Capital has awarded the creative strategy and media planning for a new city branding initiative, with Superhumans winning the creative lot and Pomilio Blumm winning the media planning lot. The campaign aims to enhance Rome's international tourism brand identity, connecting its historical heritage with contemporary culture, while targeting international travelers and younger audiences.
Kazunari Ninomiya is also ‘Highly Anticipated’: Tottori Prefecture’s Serious ‘VIVANT Play’ Aims to Attract Tourists
Source: https://www.advertimes.com/20260723/article551398/
Goal: Attract tourists to Tottori based on the TV series VIVANT
Claim: Visit the sand dunes!
Media: Social Media
Summary: Tottori Prefecture is actively promoting tourism through a campaign inspired by the TV show VIVANT, which will have its Season 2 airing starting July 26. The campaign includes creating a VIVANT-themed photo spot at the Tottori Sand Dunes and encourages visitors to share pictures of local sites believed to be associated with the show on social media, with a chance to win local specialties. Actor Kazunari Ninomiya, who stars in the series, expressed his excitement about the new season, further boosting the campaign's popularity.
Andalucía Takes Its Tourism Proposal to Rome with a QR Code Made from Handcrafted Tiles
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.
Beer is back in stock, Boston tells Scots to come back
Goal: Encourage Scottish tourists to return to Boston
Claim: Don’t worry, we restocked the beer, No Boston. No Party, Come back anytime, Scotland
Media: OOH screens
Summary: Meet Boston launched a campaign to welcome back Scottish fans after their visit for the FIFA World Cup 2026, reminding them of the fun they had in the city. The campaign included humorous messages displayed in Scotland about beer restocks and featured visuals related to Scottish fan culture. It also established a formal partnership between Boston and Glasgow focused on tourism, education, innovation, and sustainability.