Fruit and vegetable producer-exporters in the south-eastern Spanish region of Murcia have joined forces with their regional tourism council to launch a new campaign to promote Murcia through its fresh produce.
The promotional effort is being targeted at the UK and Germany. Grower-exporter association Proexport is spearheading the campaign on behalf of its members.
Under the banner ‘Let’s celebrate life every day’, Proexport president Juan Marín Bravo and regional culture and tourism minister Pedro Alberto Cruz launched the campaign last week at the international tourism trade fair Fitur, in Madrid.
Marín said: “We will use our products as a promotional support for the region of Murcia overseas. We will bring together the efforts of growers with those of our clients - the large supermarket chains - with the aim of benefiting tourism in the region.”
The idea for the campaign came from Proexport and Marín believes it is unique. He said: “This is a really atypical campaign. With health and natural products that are full of flavour and reach millions of families around the world, we can really sell the region, taking advantage of our strength of sales in fresh produce.”
Shoppers in the UK will soon have the chance to win trips and holidays to Murcia via a website which will emphasise the benefits of Murcian fresh produce.
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