Meliá Hotels International Cuba secured second place in the Relaunch Travel Awards 2021, an award recognizing inspiring marketing communications in the global tourism industry.
They received the award for the advertisement they developed for their tourism campaign on the Caribbean island, designed with the concept of conveying "The Soul of Cuba" to the clients visiting the island.
The advertisement features high production values, excellent image quality, good music, and a triumphalist narrative about Cuban reality, which is disconnected from the daily experiences of the country's population.
The announcement of this award was made during a virtual broadcast hosted by the emerging media company FRAMEN and the B2B tourism portal Expipoint. These companies are based in Germany and are the organizers of the international competition.
According to Report News, the video was selected by a top-tier jury that assessed the brand strategy and story, the creativity of the proposal, and whether the advertising message highlighted the recovery of the travel industry.
Germany is among the top 10 countries sending tourists to the island. Recognition of this advertising campaign could help establish Cuba as a destination in that European country and others in the region.
The video emphasizes the values of tourism in Cuba, not only as a "sun and beach" destination but also its potential for urban, cultural, and nature tourism, as well as the human element. This is something the Ministry of Tourism on the island has aimed to highlight for several years.
The campaign "The Soul of Cuba" was launched in the spring of 2019. This advertisement reached the penultimate edition, in 2020, of The Golden City Gate Festival held during ITB Berlin. On that occasion, it secured third place in the category of International Hotel Companies.
The arrival of foreign tourists to Cuba has decreased by 94 percent so far this year, due to the flight restrictions imposed by the government in response to the crisis caused by the coronavirus.
The National Office of Statistics and Information of Cuba (ONEI) reported that from January to April, 101,297 travelers arrived at Cuban airports, accounting for 9.4 percent of those who arrived in the first four months of 2020.
Frequently Asked Questions about the Relaunch Travel Award 2021 to Meliá Cuba
What is the Relaunch Travel Award 2021, and why was Meliá Cuba honored with this award?
The Relaunch Travel Award 2021 is an acknowledgment of inspiring marketing campaigns in the global tourism industry. Meliá Cuba was awarded second place for its advertisement "El Alma de Cuba," which stood out for its high-quality imagery, music, and narrative, although the latter diverges from the everyday reality of the country.
How could this award influence tourism to Cuba from Germany?
The recognition of the advertising campaign could help position Cuba as an attractive destination in Germany. Germany is one of the main sources of tourists to the island, and such awards can increase interest in visiting Cuba, especially in the context of campaigns aimed at highlighting not only "sun and beach" tourism but also cultural and nature tourism.
What is the current situation of tourism in Cuba and how does it impact the local population?
Tourism in Cuba is experiencing a significant decline in the arrival of tourists due to restrictions and economic crises. This situation, along with disproportionate investment in the tourism sector at the expense of basic services, negatively impacts the local population, which suffers from power outages and shortages while the government prioritizes tourism development.
What contradictions exist between Cuba's tourism campaigns and the reality of the country?
Cuba's tourist campaigns often portray an idealized image of the country that contrasts with its socioeconomic reality. While a safe and welcoming destination is promoted, the population faces blackouts, shortages, and restrictions, leading to a growing discontent both within and outside the island.
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