Andalusian Crush, a high-impact international advertising campaign, was brought to life in a 7000-sqm interactive technological exhibition pavilion,
designed to break records for B2B connections.
The objective of Andalusian Crush at FITUR 2024, the world’s most prestigious international tourism fair, was to drive the highest number of connections and business opportunities in the B2B sector, positioning the Spanish region of Andalusia as an innovative and sustainable destination. Through immersive experiences and advanced technologies, participants were encouraged to discover the latest regional tourism offerings and products, fostering commercial relationships.
The event enhanced Andalusia’s brand image as a destination that blends tradition with cutting-edge innovation. Tourism professionals, as the primary attendees, connected with key companies in the sector to promote strategic partnerships. The goal was to reposition the brand image of Andalusian tourism, projecting it as modern and competitive so that professionals prioritise Andalusia in their future commercial decisions and recommendations.
The creative challenge was to break away from the traditional concept that the Spanish region of Andalusia had maintained in previous editions at FITUR (the world’s most prestigious tourism fair) by presenting an innovative and disruptive approach. The international advertising campaign marked a bold shift, as the challenge was to execute it in a 7000-sqm stand that combined Andalusian tradition with advanced technology, creating an adventurous, daring space.
This pavilion was a dynamic environment designed to drive B2B connections within the tourism sector. 12 interactive technologies were deployed, including Artificial Intelligence (AI), Augmented and Mixed Reality, Facial Recognition, RFID, and Big Data. A system of 30 cameras captured over 2.7 million emotional responses, while smart wristbands personalised the experience for more than 10,000 participants in immersive activities.
