Andalusian Crush, a high-impact international advertising campaign, was showcased in a 7,000-sqm technological and interactive exhibition stand designed to break visitor records.
The main objective of Andalusian Crush at FITUR 2024, the world’s premier international tourism fair, was to reshape Andalusia’s brand image as an innovative and sustainable destination, offering a unique immersive experience.
Advanced technologies such as AI, facial recognition and sensory experiences were used so that visitors could feel Andalusia beyond just the visual.
The aim was for participants to feel the essence of the region, evoking emotional responses and connections that would inspire them to choose Andalusia for future travels.
Through interactive activities and real-time emotional tracking, the goal was to transform the traditional brand image of the destination and present it as both modern and vibrant.
Moreover, greater awareness of its tourism offerings and sustainable focus was promoted, combining tradition with innovation.
The creativity behind Andalusian Crush at FITUR 2024 lay in breaking from traditional tourism conventions, offering an immersive experience that fused Andalusian culture with cutting-edge technologies. The central idea was to transform a 7000-sqm stand into a space where visitors not only saw but also felt Andalusia.
12 disruptive technologies, such as augmented reality and facial recognition, were deployed to capture over 2.7 million emotional responses and personalise each attendee’s experience. Activities such as sensory tunnels and the Andalusia swing invited visitors to physically interact with the essence of the destination.
The use of Big Data and neuromarketing allowed activities to be adjusted in real time, ensuring a profound emotional connection. Combining creativity and innovation not only made the stand the most visited, attracting 211,084 attendees (84% of the fair’s total visitors), but also positioned Andalusia as a leader in merging tradition and technology.
