- Europe-wide campaign to boost tourism
- Elaborate stage programme
- Large layout occupying two levels
“Andalucía wants you back!” This was the slogan that spearheaded the major tourism promotion by the ever-popular Spanish holiday region over a two-day period last November in Munich’s Riem Arcaden, aiming to attract even more visitors to its sunny shores. In order to boost tourism following a decline due to the Covid pandemic, the regional government of Andalusia has come up with a huge Europe-wide campaign organised by the agency Interprofit under the banner ‘Back to Andalucía’ and staged in popular shopping centres across Europe, including France, the UK and Germany.
Andalusia up close: flamenco dancing and mouth-watering delicacies
Visitors had the opportunity to be whisked away (in their mind’s eye!) to the popular holiday region at two promotional stands and on several floors of the Riem Arcaden. The extensive promotions area on the top floor of the Munich shopping centre was especially eye-catching, featuring a large green screen and promotion stand as well as a stage complete with an LED wall. The set-up was more extensive than many other promotions seen in the mall, attracting even greater numbers of curious visitors, and encouraging them to join in.
Whether in front of the green screen, at a tasting of Spanish wines and specialities or on the stage itself: the sophisticated concept really did inspire each and every visitor with the Andalusian lifestyle. The stage programme also included musical performances and flamenco dance classes. It was an experience that whetted appetites for more. For all travel enthusiasts, there was even an all-inclusive trip to the popular holiday region to be won.
In-depth information for keen holidaymakers
Those who didn’t want to rely solely on the luck of the draw, and who preferred to plan a holiday themselves, certainly found what they were looking for in the shopping centre’s underground level where various stands awaited with a multitude of information on the different regions, sights and culture of Andalusia. An expert promotion team was on hand throughout to answer any questions. As a thoughtful and practical gesture, the information stands were located right outside the centre’s travel agency, enabling interested travellers to book holidays under the Andalusian sun without further ado.