“The Most Immersive Experience is Reality”: New Campaign for the Region of Valencia tourism invites us to enter a digital world

• Serviceplan Spain has created the tourism promotion campaign for the Region of Valencia for third consecutive year.

• The copy for the spot was constructed from conversations and real expressions extracted from the virtual world and rhymed by the Spanish rapper Arkano, who also provides his voice.

• In a world obsessed with Virtual Reality, the Metaverse and virtual experiences, the Region of Valencia is positioned as the authentic destination, claiming the importance of enjoying and living real moments

Madrid, 17 August, 2023 – New technologies, artificial intelligence, virtual friends and increasingly immersive video games are taking us further and further away from reality. Faced with this paradigm, the latest campaign of the Region of Valencia shows real places, activities, experiences and moments. The new campaign developed byServiceplan Spain encourages tourists to have unique, unfiltered experiences, while reflecting on the importance of authenticity versus digital.

The protagonist chosen to voice the campaign is Arkano, a Spanish rapper with roots in the Region of Valencia, and winner of the Guinness World record for improvisation. As a source of inspiration, he analysed real conversations and expressions used in the virtual world, composing an exciting and emotional story, with parallels between both: the real and the digital worlds. The spot features Arkano’s rhymed texts, accompanied by images and an audio-visual language characteristic of digital productions, closes with a tagline aligned with the concept of Mediterranean Live: “The most immersive experience is reality”.

Credits
Client: Turisme Comunitat Valenciana
Title: The Most Immersive Experience is Reality
Agency: Serviceplan Spain
CEO: Ainhoa de la Pozas
Executive Creative Director: Emilio Valverde
Art Director: Carlos Alcácer
Copywriters: Pablo Tesio, Andrea Ventura y Arkano
Client contact: Sergio Bellentani, Miguel Ángel Blasco, Luis Tormo, Carmen Sahuquillo Account director: Vanesa Gómez

Junior Account: Teresa Borrás
Production company: Isola Films
Director and Photographer: Cayetano Gonzalez