Think you know Spain, Think again campaign
Global advertising strategy
As part of its global advertising strategy, Turespaña will develop three types of campaigns with distinct objectives that cover the entire marketing funnel. Firstly, branding and thematic campaigns, for positioning and recognition of destinations. Secondly, branded content or sponsored content campaigns, carried out with leading media outlets, with the aim of generating consideration. Finally, the cooperative campaigns in collaboration with OTAs/tourism platforms and various Spanish destinations, which have a clear objective of driving sales conversions and enabling induced investment in the destination.Turespaña's most recent branding campaign is Think You Know Spain? Think Again, launched internationally in mid-2025.
The concept
Think You Know Spain? Think Again is a campaign that is aware of the current moment, positioning Spain as a sustainable destination and perfect for slow travel. This is the first campaign to focus on a lesser-known side of Spain for international tourists while promoting responsible tourism.The campaign has marked several milestones in the history of Turespaña's advertising. Firstly, in terms of collaboration: it was developed alongside the destinations, from production and filming to media amplification. Secondly, in terms of locations, seeking a connection with lesser-known and more authentic places, with a clear focus on sustainability and decentralising tourism. Thirdly, regarding filming dates, appealing to the need to encourage longer stays outside of peak season, where sun and sand are not the only attractions.Its creative approach appeals to positive emotions, curiosity about new places, customs, and hidden treasures, the desire to experience unique moments, and to "rediscover Spain."
Target audience and campaign pieces
The campaign materials showcase three tourist profiles: families with children, solo travellers, and couples without children (empty nesters). This is a “multi-destination” campaign that features the protagonists in different locations across Spain, primarily inland or coastal destinations during the off-season, as well as those visiting for several days and travelling by train or electric car. Filming took place in over 60 locations across 12 Autonomous Communities, highlighting diverse urban centres, food and wine, culture, hiking trails and road trips, sports, crafts, hotels, lesser-known spots, and integration with local communities.The campaign is distinguished by its consistently white typography and a very distinctive look and feel: cinematic images, prominent characters who help us share their curiosity and emotions, a relaxed pace, ambient music, and carefully crafted soundscapes.It features graphics and videos in vertical and horizontal formats, specially designed for digital media.
Deployment of the campaign
Another major innovation of this campaign is that it is Turespaña's first international campaign carried out in collaboration with the Autonomous Communities, both in the initial production and filming phase, and in the media buying phase for its international distribution. Specifically, a total of 12 Autonomous Communities collaborated during the filming phase, and 7 will participate by co-financing 50% of specific social media campaigns for their destinations. The media rollout began with a social media campaign targeting 21 markets in Europe, North America, and Latin America. All traffic generated by the campaign was directed to a specially created landing page, https://www.spain.info/en/thinkyouknowspain, where users can access an interactive campaign video and a carousel of images and videos from the filming. Furthermore, this landing page highlights the routes taken by its protagonists and includes a link to the campaign sub-landing pages for the different destinations that participated in co-marketing with Turespaña.The campaign launch was carried out in two phases. The first began on 26 June 2025, promoting the general campaign materials through paid social media channels (META and YouTube). The second phase, starting in October 2025, featured materials specific to the Autonomous Communities (CCAA) on the same platforms, with each phase lasting approximately three weeks. A specific digital advertising campaign will be launched in the second half of 2026.
Videos
