PARADORES. PARATODOS. PARATODAS
Client
- Paradores
Paradores is one of those brands that live in the collective imagination: quality, trust, heritage and unique destinations. Yet over time, public perception had gradually narrowed, associating the brand with a more “classic” territory and a specific type of traveller and getaway. The challenge wasn’t to change Paradores, but to help the country rediscover everything Paradores already is.
Starting from a clear cultural insight — today we travel to express who we are and who we’re with — we proposed a repositioning that would broaden the brand’s appeal without breaking the bond with its loyal audience. The ambition was to rejuvenate the brand and attract new audiences while preserving Paradores’ emotional heritage.
This led to “Paradores. Paratodos. Paratodas”an idea as simple as it is powerful: Paradores is for everyone… and there is a Parador for everyone. A strategic shift that puts people at the centre of the narrative. Instead of talking about what Paradores offers, the campaign focuses on who each person becomes within Paradores.
The campaign is built around a demonstrative verbal and visual device: the logo transforms to name each person or “tribe” (FOR FAMILIES, FOR ADVENTURERS, FOR FOOD LOVERS… and even FOR JUAN or FOR MARTA), turning the brand into a mirror where many identities can coexist without fragmenting the brand.
CREDITS:
- Client: Paradores
- Campaign: Paradores. Paratodos. Paratodas.
- Head of Communication and Brand: Silvia Zancajo
- Advertising Team: Cristina Martín, Alba Zafra y David Guerrero
- Agency: Darwin & Verne
- CEO: Nacho Huidobro
- Chief Creative Officer: Carlos Sanz de Andino
- Creative Directors: Pablo Mendoza y Alicia Vilches
- Account Director: Javier de Prada
- Account Executive: Natalia Gutiérrez
Agency Production Director: Lara Pombo - Production Company: Isola
- Producers: Gonzalo Boronat y Gerard Rodríguez.
- Director: Águeda Sfer
- DOP: Puxxo
- Sound Design: Andrey Francés
- Color Grading: Gradepunk
