Lloret Turisme has this Thursday presented its new civility campaign, which aims to promote respect for the rest of the town’s residents through videos that will be shown mainly in night-time leisure establishments and via a targeted campaign on social media.
It is a series of audiovisual pieces starring women from Lloret of different backgrounds, with the destination’s main source markets as the target audience: British, French, Italian, Polish, German and Dutch. The women communicate in their native languages and in a relatable, empathetic tone with a touch of humour, to remind young visitors that enjoying the party is perfectly compatible with respecting the residents’ rest. The campaign features older women who live in the municipality because they represent universal values associated with care, coexistence and respect, while also lending authenticity and a personal touch to the message.
One of the main innovations of the initiative is the intention for the audiovisual pieces to be projected inside night-time leisure establishments, coinciding with closing time and the customers’ exit onto the street. In this way, the awareness-raising message will reach visitors at a key moment, inviting them to reflect on the importance of maintaining a respectful attitude during their journey back to their accommodation. In addition to the projections in the venues, the campaign will be promoted through social media, expanding the message’s reach among the various audiences who visit the destination. These audiences will receive the videos directly on their mobile devices using an advertising targeting strategy.
The initiative takes an innovative approach to raising awareness, adapting the message for different international markets and delivering it to visitors at the moment and in the context where it can have the greatest impact.
This Thursday, at the launch event, the Mayor of Lloret, Adrià Lamelas, welcomed the Lloret residents who have taken part in the new campaign.
The Councillor for Tourism, Cristina Aymerich, highlighted that “Lloret is an open, welcoming destination with a first-class leisure offering. It is precisely for this reason that it is important to continue working to ensure positive coexistence between visitors and residents. This campaign conveys a simple, yet essential message: you can enjoy the night while respecting the rest of others.” The councillor added that “we wanted the message to be conveyed by people who inspire a sense of closeness and respect, such as the town’s older women, turning them into ambassadors for a message of coexistence and shared responsibility.”
For his part, the mayor, Adrià Lamelas, has pointed out that “this initiative is a new example of how cooperation between the public and private sectors allows us to move towards a more responsible and sustainable tourism model.”
This initiative is part of Phase 2 of the Lloret Actua Plan, a cross-cutting plan with various areas of intervention in terms of safety and public spaces, which reinforces awareness-raising, prevention and shared responsibility measures to promote coexistence in the municipality during the tourist season.
This initiative reinforces the social dimension of tourism sustainability, promoting positive coexistence between visitors and residents and contributing to preserving the quality of life for people who live in the municipality all year round.
The campaign slogan retains the ‘Lloret, Enjoy & Respect’ concept, reintroduced last year, which appeals to the responsibility and coexistence between visitors and residents and can be seen on various physical media in the destination, such as banners and street furniture.
