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New Business: Serviceplan Spain beats 10 other agencies in pitch to win Valencia Region Tourism account

VALENCIA, SPAIN — Turisme Comunitat Valenciana has awarded its communication account to Serviceplan Spain, who will be responsible for national and international promotion of one of the most popular Spanish regions for Tourists from all over the world. Serviceplan Spain has won the account of the Valencian Tourism Community, meaning that for the next two years, the international agency will be in charge of creating innovative new campaigns designed to promote Valencian Community Tourism on a national and international level for Valencia, which is one of the Spanish regions that receives the most tourists.

Serviceplan Spain’s work is planned in two phases; an initial one in which an inaugural campaign will be produced, and a second phase that will aim to make the campaign evolve strategically and conceptually by applying new communication formats. To this end, new campaigns will be created in order to update and innovate the communication of the Valencian Community, with the development of a famous and unique “UberCreative” campaign within the tourism sector.

The campaign strategy will incorporate a new creative concept for “Mediterranean Live,” with an objective of raising the profile of Turisme Comunitat Valenciana on a local and global level, while maintaining the claim ‘Mediterranean Live’ and its essence, values and attributes. Serviceplan Spain will conceptualise a new image, messaging, branding and innovative ways that globally communicate the strengths of Valencia’s tourism offering.


In order to achieve a greater differentiation of communication in the tourism sector, which often has a stereotypical way of communicating, within the winning proposal, Serviceplan Spain will count on the talent and vision of its team with the leadership of Emilio Valverde, Creative Director of Serviceplan Spain since the beginning of 2020, and the support of the international Creative Management Board of the Serviceplan Group, with the Worldwide Executive Creative Director of Serviceplan Group, Jason Romeyko, at the forefront. With this team in place, Serviceplan Spain has a vision of making this one of the benchmark campaigns not only for Serviceplan Spain, but also for the parent group.

Serviceplan is one of the international communication groups that have made the greatest achievements in creativity and innovation in recent years, as recently revealed at Cannes Lions when it was ranked 5 in the Top 10 Independent Agencies of the Decade.

Markus Noder, Managing Director of Serviceplan International says, “We are very excited about this campaign in a sector such as tourism that allows us to show our creativity and global innovation, and to be able to support Serviceplan Spain with all the potential of the group, thus promoting a region as important globally as the Valencian Community. For this reason, we want our contribution and teamwork to make this one of the most relevant in our House of Communication, not only in Spain, but also within the group, this year and next.”

Tourism sector specialization

After a public competition with 10 other agencies, Serviceplan Spain won this important account in which its innovation, UberCreativity and the global tools of the Serviceplan group have been recognised. The agency is proud to have Heineken, Puerto de Indias, BMW Internacional, Lufthansa, Mercedes-Benz, Val Venosta and Alcampo in its client portfolio, in addition to being worthy of great experience in the tourism, cultural and entertainment sector. In this sense, among the latest tourist competitions won by the agency this quarter from its Valencia office are; the post-Covid campaign to promote the capital of Turia; and the communication and strategy of the Palau de Les Arts Reina Sofía, with a clear objective to turn it into a cultural reference for its great programming at national and international level and the promotion of community cinema as a film set.

This latest account win puts the finishing touch to the relevant role that the agency has obtained this year in terms of the global promotion of this region. On the other hand, the headquarters in Madrid continues its journey adding new clients such as Salesforce, a tech that will combine innovation, creativity and the technology of the group itself as a vehicle to support innovative and effective communication in a new increasingly digital era.

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