Case Study - Valencia Tourism

Objective

The City of Valencia has become an increasingly popular destination for a number of international sporting events and is currently the European Capital of Sport. As a result, Valencia Tourism tasked McCluskey International with raising awareness of their status and attracting sport-inspired visitors to visit the City.

Strategy

Valencia took a stand at the Taste of Spain festival, an annual event held on London's prestigious Regent Street and attended by approximately 20,000 visitors each year. An F1 simulator was set up at the stand to give visitors the opportunity to virtually race the Valencia track.

In addition, the campaign was supported by a destination video presented by the Valencia CF football team. The video was circulated to all online sporting and travel channels a month prior to Rangers (UK Football Team) played against Valencia at their Mestalla stadium.

Results

The Valencia stand attracted huge interest on the day with over 1,000 visitors lining up to try the F1 simulator. Valencia also received a double-page destination feature in London's leading commuter paper The Metro. The YouTube video went viral across various online sports channels and reached a total of 106,521,620 online readers.