The President of the Provincial Council, Francis Rodríguez, along with the provincial Tourism Deputy, Marta Nievas, has unveiled the new image that will promote the province worldwide with the slogan ‘Granada, dreams you live’.
The slogan chosen by the Provincial Tourism Board, under the auspices of the Provincial Council, is, as detailed in a press release, «an evocative, concise and direct message that invites visitors to explore the province, to dream awake, and to turn desires and dreams into unforgettable memories.»
Rodríguez explained that the new concept «represents an evolution in the tourist perception of the province, inviting visitors to immerse themselves in a Granada of experiences that go beyond mere passive observation.»
Furthermore, the president emphasized that «we aim to highlight the multiple possibilities of action, participation, and enjoyment that Granada offers, where tourists not only see but also live the province through activities that directly connect with their emotions and senses.» This approach reflects a contemporary trend towards experiential tourism, where leisure and interaction play an essential role.
Finally, Rodríguez added that «Granada, with its rich and varied cultural, natural, and scenic wealth, thus becomes a stage where visitors can dream awake and actively participate in their own experiences. An idea deeply connected to the dreamlike and poetic atmosphere it evokes.»
The new image was unveiled at an event held at the Teatro CajaGranada Isidoro Máiquez, attended by representatives of the province’s tourism sector, members of the Provincial Tourism Council of the Provincial Council, entrepreneurs, authorities, and the media.
The revamp of the promotional image responds to the need to «offer a more modern and current version of Granada, as a competitive and differentiated tourist destination, with a diverse and high-quality offer.»
The corporate logo of the Tourism Board—the ‘mosaic bowties’ in red, green, and blue—will remain unchanged as it is a well-established image representing the province and the Tourism of Granada brand.
The new promotional image allows the Tourism Board to equip itself with all the necessary material for its national and international campaigns in the coming years, with advertising pieces designed for various media: print, digital, outdoor, radio, television, and social networks.
The new ‘claim’, with translations in English (‘Granada, dreams you live’), French (‘Granada, des rêves que l’on vit’), and German (‘Granada, träume, die man lebt’), is the cornerstone of the image. The work is complemented by 24 spots, 78 graphic pieces, five radio spots, 36 digital pieces, the graphic adaptation of 25 ‘merchandising’ supports, twelve promotional supports, and complete office material.
All these advertising materials showcase iconic places and landscapes of the province with actors experiencing various tourism-related activities. Over the past few months, a team of 16 professionals has traveled 1,400 kilometers across the different regions of Granada to record over 24 hours of video and capture an extensive photographic bank to showcase not only the municipalities but also key tourist segments such as monumental and cultural tourism, rural and active tourism, snow and ski tourism, sun and beach tourism, gastronomic tourism, cycling tourism, flamenco, diving, and Holy Week celebrations.
For the selection of actors, a casting call was conducted for eleven models with different age and background criteria, from young families to senior travelers, representing the various demand segments and helping to project an inclusive and international image of Granada.
The music, original and specifically composed, is a fundamental part of the new image and will be present in all audiovisual pieces. It proposes a fusion of styles, reflecting what Granada is while not forgetting its flamenco roots. The base is orchestral, with violins, violas, cellos, double basses, and brass instruments, highlighted by a Spanish guitar accompanied by drums, cajón, claps, ‘shakers’, and percussion based on electronic music.
And as a common thread, a voice developed by synthesis acts as another instrument, giving it a current and timeless feel, as detailed by the Provincial Council. The corporate logo and the new slogan will be used on all Tourism Board materials (cards, official paper, envelopes, bags), all promotional infrastructure (stands and counters at fairs and events), editorial publications (brochures, maps, email, website, video), advertising campaigns in media, and merchandise (caps, t-shirts, pens).
To introduce the new tourism image of Granada, the Tourism Board plans to run an advertising campaign in national and international media in the last quarter of 2025 and the first quarter of 2026, primarily focusing on large spectacular formats in emblematic locations in the centers of European, American, and Asian cities.
To define the target audience for this new image, the Tourism Board has evaluated the most relevant markets, both in terms of tourist volume and the value they hold for Granada (average spending per person from each country).
Subsequently, the most relevant tourist products were specified, and these three variables were adapted to the profile defined by the Provincial Council. The target audience is heterogeneous: individuals over 18 years old, with decision-making and purchasing capacity for leisure or business travel, either directly or through professional intermediaries, and with a taste for experiences that bring vital value. They are interested in vacation tourism in general and the specific segments offered by Granada (cultural, snow, rural, and beach tourism) as well as its diverse complementary offerings.
### EMITTING MARKETS
Regarding the origin, the objective is to attract customers from both Spain and the main tourist-emitting markets towards the province, which include, among others, France, the United States, Germany, the United Kingdom, Japan, Italy, the Netherlands, Belgium, and South Korea in that order. Therefore, the campaign has been developed in four languages (Spanish, English, French, and German) with the possibility of expanding to other markets as deemed necessary.
The new promotional image was selected from several proposals submitted by advertising companies to a public tender issued by the Tourism Board. It was conceived by the temporary union of companies Alexandra DN – Interprofit, with the directive to reflect in a ‘claim’ and graphic and audiovisual pieces that Granada has one of the largest and most varied tourist offerings in Spain, bringing together monuments, culture, beaches, snow, rural and active tourism, spas, and gastronomy.
FUENTE