Spain’s Turismo de la Comunidad Valenciana (the Valencia Tourist Board) has launched a tourism campaign titled “Quien lo ha vivido lo sabe” (“He who has lived it knows it”).
This unusual campaign, developed by the creative agency Serviceplan Spain, uses ‘Reviews in Verse’, that celebrates the “unforgettable places, moments and sensations on offer in the region of Valencia and uses poetry as a common thread to communicate the experiences of visitors,” the brand said. The campaign was.
To accomplish this, 200,400 public travel reviews about the region of Valencia were fed into an AI-based algorithm to create a 360-degree campaign for the Valencia Tourist Board. Arkano, a famous rapper from Alicante, took the algorithm created by the AI from the reviews and turned it into a ‘Reviews in Verse’ rap.
Check it out:
The creative process for this portion of the campaign was handed over to Arkano, who chose all those reviews that moved him the most, deciding which ones matched each other and adapting them to the producer’s music in order to make the final text.
“There were a million voices channeling through me. It’s been a very exciting process,” said Arkano.
In addition to the rap, other poems were born from the reviews, which have generated other content capsules that talk about the variety of the tourist offer of the Valencian Community, such as sport, inland, gastronomy and more. The result is a unique campaign, which, thanks to poetry, captures the feelings of all visitors to the Region.
You can also watch a behind-the-scenes film of ‘Reviews in Verse’ here:
