A spot developed by Meliá Hotels International Cuba for its most recent advertising campaign has been the recipient of the prestigious Relaunch Travel Award 2021, an accolade given to the most inspiring marketing communications in the international tourism industry.
The video “El Alma de Cuba” (Soul of Cuba) visual core of the homonymous campaign, ranked second in the list of the winning films, which announcement was made in a virtual broadcast conducted by the organizers of the contest (the emerging media company FRAMEN and the B2B tourism portal Expipoint, both based in Germany). Aspects such as the brand’s strategy and history and the creativity of each proposal were evaluated by a first-rate jury to award the prizes; It is also reported that this year the Relaunch Travel Awards are especially looking to boost the recovery of the travel industry.
The careful billing of the spot and its ability to motivate the viewer also reached the penultimate edition, in 2020, of The Golden City Gate Festival, which is held in the context of the important ITB tourism fair in Berlin. On that occasion, this representative video of “El Alma de Cuba” was placed in third position in the International Hotel Companies category.
Since its launch in spring 2019, the “El Alma de Cuba” campaign shows the world the wonderful adventure of discovering this Caribbean country, which magical cities, fascinating nature, dream beaches, legends and traditions combine in an unforgettable experience to be lived. German travelers are not exempt from this privilege, coming from a nation that historically ranks among the top ten tourism sources of the island and is also an important market for Meliá. For this reason, the company receives with satisfaction and pride the Relaunch Travel Award 2021, a sign of the interest that Cuba – and its Soul – arouses at an international level.
Meliá Cuba’s Promotional video wins: “El Alma de Cuba” (Soul of Cuba)