We use our own and third-party cookies to understand how our website is used and to improve it and tailor its content to your preferences. You can accept all cookies, reject all cookies, or choose your settings by clicking the corresponding buttons. Not consenting or withdrawing consent may negatively affect certain features and functions. For more information, please see our Cookie Policy.
I acceptI do not acceptMore informationWe may request cookies to be set on your device. We use cookies to let us know when you visit our websites, how you interact with us, to enrich your user experience, and to customize your relationship with our website.
Click on the different category headings to find out more. You can also change some of your preferences. Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.
These cookies are strictly necessary to provide you with services available through our website and to use some of its features.
Because these cookies are strictly necessary to deliver the website, refusing them will have impact how our site functions. You always can block or delete cookies by changing your browser settings and force blocking all cookies on this website. But this will always prompt you to accept/refuse cookies when revisiting our site.
We fully respect if you want to refuse cookies but to avoid asking you again and again kindly allow us to store a cookie for that. You are free to opt out any time or opt in for other cookies to get a better experience. If you refuse cookies we will remove all set cookies in our domain.
We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.
These cookies collect information that is used either in aggregate form to help us understand how our website is being used or how effective our marketing campaigns are, or to help us customize our website and application for you in order to enhance your experience.
If you do not want that we track your visit to our site you can disable tracking in your browser here:
We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.
Google Webfont Settings:
Google Map Settings:
Google reCaptcha Settings:
Vimeo and Youtube video embeds:
The following cookies are also needed - You can choose if you want to allow them:
You can read about our cookies and privacy settings in detail on our Privacy Policy Page.
Política de privacidad
Connecting brand and destination at the 13th edition of Zoom Brands
Yesterday, Tuesday, June 9th, the 13th edition of Zoom Brands, the annual meeting on communication and advertising promoted by the Catalan Audiovisual Cluster, took place.
This year’s event featured an opening presentation and a panel discussion focused on communication within the tourism sector, serving as a point of connection with the Tech Tourism Cluster, a collaborator of the event along with Foment del Treball and Dircom Catalunya.
Eugeni Osácar, a professor at the CETT Barcelona School of Tourism, Hospitality and Gastronomy, opened the day with a presentation titled Screen Tourism: Film Destinations. His presentation focused on exploring how audiovisual media not only showcases places but also has the power to imbue destinations with meaning.
“Today, we need to generate emotions, we need to create memories, and we need to generate desires. It is with these three elements that audiovisual media comes into play, especially films and fictional series,” Osácar stated.
He also emphasized that “the vast majority of territories with a tourism focus compete with each other to attract as many film shoots as possible, especially for high-impact movies and television series. This allows them to emotionally connect with millions of viewers worldwide and build an image of the territory and, why not, a brand image.”
The session continued with a round table discussion moderated by Maria Almenar, a journalist and communicator specializing in culture and lifestyle. Almenar introduced the four speakers participating in this edition: Anna Viladot, communications director of Vueling; Salva Marsal, head of external communications at PortAventura World; Sònia Serracarbassa, director of the Catalunya Convention Bureau (Catalan Tourism Agency); and Martín Sarrate, general director of Juliatours.
The first question that Maria Almenar posed to the speakers was about how to communicate a product that, at its core, is an experience.
Anna Viladot, Vueling‘s communications director, explained: “In our case, we’re a global brand, with 100 destinations and operations in 30 countries. This means we have certain codes that need to be consistent and universal. But our areas of influence are local. We’re talking about people in Barcelona, people in Bilbao, people in Andalucia. So, what do we need to do? Find ways to connect with each of these areas of influence, while still remaining true to ourselves.”
On the other hand, Salva Marsal, head of external communications at PortAventura World, highlighted the importance of the narrative: “I think what we need to focus on is this narrative, and in our case, it’s that we’re the place where everyone agrees. And from there, each of the different channels and each of the different teams should be aligned, because I think it’s important not to treat communication as separate elements, but rather to have coherence between what we want to say, how we want to say it, and above all, throughout all periods of the year, at all communication moments throughout the year.”
Martín Sarrate, general director of Juliatours, began with a question: “When someone goes to a gas station, what are they buying? Everyone would say gasoline, but no. They’re buying the need to travel, right? And what are people buying when they buy a trip? Culture, language, relationships, emotions, experiences… This is crucial for us to understand when selling. For me, communication in tourism is the set of strategic processes, tools, and messages we use to promote destinations, products, and tourism services, facilitating the connection between industry stakeholders and travelers.”
One of the day’s highlights was the “Catalonia brand,” represented by Sònia Serracarbassa, director of the Catalunya Convention Bureau of the Catalan Tourism Agency. Serracarbassa stated: “I believe that today we are not just an attractive destination; I believe we are much more than that and more than the attributes we promote and are fortunate enough to experience every day. This has made us who we are today, and we have been able to create an environment, an ecosystem, that I believe adds value and further explains who we are as Catalans and Barcelonans: innovative and creative. Ultimately, I would say that this hub of innovation and creativity that we are becoming defines us.”
During the session, three videos were shown featuring a compilation of campaigns and commercials from tourism sector brands produced by member companies of the Catalan Audiovisual Cluster. Examples included work from BAH Studio, BLUA, Cubus Games, Igluuu Studio, Inuit Films, LASTCRIT, metropolitana, Play Your Brand, TC Studio and THEMOFF.
In this document you can see all the compilation.
The day ended with a networking coffee break where brands, agencies and the public could continue the conversation and share ideas on how to face the new challenges of communication in the tourism sector.
Zoom Brands is a project promoted by the Catalan Audiovisual Cluster, with the support of ACCIÓ and with the collaboration of Foment del Treball, Dircom Catalunya and Tech Tourism Cluster.
Zoom Brands has the support of:
In collaboration with: