Spanish fresh produce export association Proexport and the regional government of Murcia have announced the launch of a new publicity campaign aimed at promoting the Spanish region through its fruit and vegetables.
The ‘Let’s celebrate life every day’ campaign, which will run for around two weeks in March, will be staged in conjunction with leading supermarket operators in several major cities in Germany and the UK.
According to the association, the fruit and vegetables that Proexport’s member companies export to the two countries will act as the inducement for more potential tourists to visit the region of Murcia.
At a press conference, Proexport president Juan Marín Bravo (pictured) said the campaign would offer shoppers a “fantastic opportunity to win flights and holidays with their weekly shopping” through a dedicated internet site.
“We will use our products as a means of promoting the region of Murcia in external markets, bringing together the strengths of our producers and those of our clients, the major grocery retailers, with the goal of aiding the region’s tourism sector,” said Mr Marín.
“We believe this campaign could be even more effective than those carried out through traditional methods.”
Proexport managing director Fernando Gómez told Fruitnet that, if successful, the campaign could be extended to other countries across Europe.
“This will be a short pilot programme that will only run for a couple of weeks, but we could look at longer campaigns in the future,” he said.
“We want to target potential visitors to the region in around four major cities that have air connections with Murcia and we will offer the possibility of winning flights.”
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