The Mayor of Santander, Gema Igual, announced a new tourism campaign during an event held at the Palacio de La Magdalena. This initiative is part of the Media Plan developed under the guidelines of Santander's Tourism Marketing Plan.
The campaign aims to diversify demand, increase tourist stays and spending, and solidify Santander's status as a destination beyond the summer months. Igual emphasised that this initiative represents a 'decided commitment to the tourism promotion of Santander', supported by significant investment in recent years, which will enable the city to reach new markets and enhance its presence in those where it is already known.
The goal is for Santander to remain a popular summer destination while encouraging more visitors to discover the reasons to visit during autumn, winter, and spring. In this regard, the Mayor highlighted the cultural, gastronomic, commercial, sports, and leisure offerings of the Cantabrian capital, as well as its natural resources, architectural heritage, and capacity to host conferences, conventions, and professional meetings.
The campaign is centred around the slogan 'Santander, so incredible and so real', a creative proposal designed to reflect the diverse experiences the city offers and to strengthen a recognisable tourist identity across various markets. The graphic and audiovisual elements combine images of Santander's main attractions with messages that highlight complementary characteristics of the destination, such as its elegance and authenticity, dynamism and tranquillity, urban and natural character, and its connection to the sea.
The new Media Plan has an initial duration of two years, extendable for another two, and includes the planning, design, production, activation, and monitoring of advertising campaigns for the destination of Santander across both digital and conventional media, both nationally and internationally. The strategy encompasses two main lines of action: improving the city's positioning in source markets where it still has limited recognition and renewing its image in traditional destinations to attract new segments of demand.
