Tourism Advert Blends Traveler Evaluations with Poetry and Rap

July 25, 2022

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To speak the implausible locations and experiences guests are about to find upon touring to the area of Valencia, Turisme Comunitat Valenciana (the Valencia Vacationer Board) teamed up with Serviceplan Spain and well-known Spanish rapper Arkano, supporting the group in delivering its message within the type of a poem. Titled “Quien lo ha vivido lo sabe” (“He who has lived it is aware of it”) — similar to its predecessor, which was launched in 2021 — the marketing campaign lies on the intersection between traveler opinions, poetry, a touch of expertise, and the rhythms of rap music, celebrating the area’s uniqueness by placing the individuals who have visited Valencia on the coronary heart of it.

“What higher solution to assure belief than to take heed to what others have already skilled,” stated Carmen Sahuquillo, Head of the Advertising and marketing and Product Space of Turisme Comunitat Valenciana, concerning the earlier advert. Impressed by a Lope de Vega poem, a poet who lived in Valencia between the sixteenth and seventeenth century, the final yr’s spot and the present one are inbuilt the same method, each conveying the identical optimistic vibe. The distinction although is that the latest one has a extra modern and youthful tone.

Whereas the idea of poetry continues to manifest all through the 2022 marketing campaign, it’s the writer(s) of the verses and the way in which the poem is narrated that modified. This time, greater than 200,000 nameless poets have contributed to bringing the initiative to life, with Arkano reciting passages from previous vacationers on how they skilled Valencia.

Utilizing a social listening software, the crew gathered all the prevailing opinions concerning the Valencian Group and its completely different locations. Then, an AI-based algorithm chosen probably the most ceaselessly repeated phrases and expressions. After having fed the algorithm with 200,000 opinions, finally diminished to three,000, the artist was challenged with creating poetry out of the feedback, turning them right into a “Evaluations in Verse” rap track that captures the sentiments of earlier guests.

Arkano, who’s the winner of the Guinness file for improvisation, settled on the opinions that impressed him probably the most, deciding which of them matched the others after which adapting them to the music. “There have been 1,000,000 voices channeling by means of me. It’s been a really thrilling course of,” stated the rapper concerning the venture.

The marketing campaign’s fundamental goals are targeted on selling the big selection of merchandise discovered in several places throughout the Valencian Group; stimulating inland tourism by encouraging guests to discover the area’s different sights; and attracting vacationers all yr spherical through two audiovisual items (seasonal and non-seasonal). The marketing campaign consists of different poems as properly (additionally born from the opinions), with verses tailored to spotlight the area’s wealthy vacationer provide corresponding to sport, inland, gastronomy, and extra. The “Evaluations in Rap” will probably be broadcasted nationally, whereas the worldwide market will proceed to listen to Lope de Vega’s poem.