The Ministry of Agriculture, Fisheries and Rural Development of the Junta de Andalucía has launched a new campaign aimed at international tourists visiting the region to promote quality Andalusian food and fish products. The action takes place at Málaga airport and in hotels on the coast of Málaga and Cádiz from August to October and aims to promote a growing activity in Andalusia such as gastro-tourism. This is a second phase that will continue the one developed at the end of 2017 in airports and hotels in Málaga, Seville and Granada, as well as on the Internet, social networks and other actions with international gastronomic prescribers.
With these actions, the foreign tourist acquires a knowledge of the quality and the many values of Andalusian food, promoting a greater consumption of these also when the return to their countries of origin takes place. In addition, this action pays special attention to promoting Andalusian products covered by recognised quality labels, such as Protected Designations of Origin (PDO) and Protected Geographical Indications (PGI) or organic production.
The campaign, which has the slogan ‘Tasty Andalucía’ (‘Sabrosa Andalucía’), consists of ads in English that use different media and strategies, such as mupis and other advertising elements at the airport, tastings in hotels, familiarisation trips of experts, bloggers and prestigious journalists who give content to a blog (blog trip) or the realisation of merchandising, including a recipe booklet with Andalusian culinary creations and preparations of the community.
‘Tasty Andalucía’ started on August 14 with urban architecture and street furniture that includes creative ideas for this promotional action distributed by the airport of Málaga and with actions on the website, social networks and internet advertising. On August 16 it began in hotels on the Costa del Sol and in the province of Cádiz (30 in the first case and five on the Cádiz coast). Among the direct actions in coastal establishments are the offer of an Andalusian breakfast, extra virgin olive oil, Andalusian wine tastings and live cooking samples, as well as the distribution of leaflets and recipes to those attending the experiential activities.
Finally, during the last two weeks, the familiarisation trips that give content to the ‘blog trip’ were developed, consisting of the presence of eight international bloggers/journalists specialised in gastronomy and tourism who become direct prescribers of differentiated quality thanks to a series of activities such as visits to production centres, experiences with renowned chefs or live cooking demonstrations. These prescribers are organised in two groups of four, so that one of them visits Cádiz, Córdoba, Huelva and Seville, and the other Almería, Granada, Jaén and Málaga.