- The Government of Catalonia’s Fifty Fifty campaign highlights the country’s assets that bring added value to professional events, including innovation, sustainability, the business and research ecosystem, and the Mediterranean lifestyle.
- This campaign is part of the communication strategy of the Government’s Catalunya Convention Bureau programme to reinforce Catalonia’s image as a leading business tourism destination.
The Fifty Fifty campaign undertaken by the Government of Catalonia through the Catalan Tourist Board with the Catalunya Convention Bureau was awarded the prize for the “Best MICE audiovisual production” – in the Silver category – at the International Tourism Film Festival Africa held in Johannesburg (South Africa) from 11 to 15 June.
The campaign to promote Catalonia as a business tourism destination seeks to highlight its unique appeal for corporate events, congresses and conventions. The director of the Catalan Tourist Board, Narcís Ferrer i Ferrer, explains that the campaign “highlights the balance between innovation and tradition, sea and mountains, urban and rural environments, lifestyle and excellent business acumen, authenticity and experience that Catalonia offers.” It stars a set of twins, one of which embodies the essence of large professional meetings, while the other represents the soul of small meetings and incentive trips. In a tour taking in different landscapes and unique meeting spaces in the territory, the two girls show the variety of options that Catalonia offers for holding events with added value.
Ferrer maintains that “Catalonia provides a complete ecosystem of services, facilities and activities that make it the ideal venue for meetings and professional gatherings of all kinds. With this new campaign we reaffirm our commitment to promoting MICE tourism in Catalonia, emphasising innovation, sustainability and the legacy that events can leave in the territory.”
Aimed at priority international markets such as France, the United Kingdom and Germany, the campaign presents Catalonia as a balanced experience that combines its cultural and scenic wealth with its industrial dynamism and spirit of research, offering visitors a memorable professional stay.
The award received in South Africa is in addition to the Golden City Gate Award for best film in the MICE & EVENT category at the latest edition of the ITB fair in Berlin. In addition to these two awards, the Government of Catalonia’s campaign has been selected to enter the circuit of the International Committee of Tourism Film Festivals.