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How to create a tourism brand that represents an entire country.

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Surf City

How to create a tourism brand that represents an entire country.

El Salvador is not one of the world’s top tourist destinations, but its maritime orography produces world-class surf. The strategic decision to create a Surf City in El Salvador and use it as a way to increase tourism has been key to boosting the country’s tourism capital.

Surf City boasts over 300km of coastline with some of the best right-hand waves in the world. In the last two years, two world surfing events have been held there, one of them a qualifier for the Olympic Games in Japan.

Surfing as a lifestyle.

Over two years we created the Surf City brand, launched it internationally, organised global events, ran the social media and helped make Surf City not just a surf centre but a great place to enjoy the surf lifestyle. Despite the pandemic, Surf City has become one of the main drivers of tourism in the country and now welcomes thousands of surfers from all over the world.

Welcome to the home to the right surf

What we did

Conceptualization

Copywriting

Art direction

Communication strategy

Media strategy

Media planning

Communication strategy Conceptualisation Art direction Copywriting Media strategy Media planning

Art direction

Communication strategy

Art direction

Conceptualisation

Media strategy

Media planning

Media strategy

Media planning

Communication strategy

Art direction

Media strategy

Media planning

Communication strategy

Media strategy

Art direction

Media planning

Art direction

Communication strategy

Media strategy

Art direction

Communication strategy

Media strategy

Media planning

Communication strategy

Media strategy

Media planning

Art direction

Communication strategy

Media planning

Media strategy

Communication strategy

Art direction

Media strategy

Media planning

Platforms

Connexa TV

Digital

Radio

Out of home

Digital advertising screens

Point of sale

Social media

Press

Digital advertising screens

Social media

Out of home

Connexa TV

Platforms

Social media

Point of sale

Digital advertising screens

Connexa TV

Out of home

Digital advertising screens

Point of sale

Social media

Connexa TV

Out of home

Social media

Welcome to the home to the right surf

Que hemos hecho

Conceptualization

Copywriting

Art direction

Communication strategy

Media strategy

Media planning

Communication strategy Conceptualisation Art direction Copywriting Media strategy Media planning

Art direction

Communication strategy

Art direction

Conceptualisation

Media strategy

Media planning

Media strategy

Media planning

Communication strategy

Art direction

Media strategy

Media planning

Communication strategy

Media strategy

Art direction

Media planning

Art direction

Communication strategy

Media strategy

Art direction

Communication strategy

Media strategy

Media planning

Communication strategy

Media strategy

Media planning

Art direction

Communication strategy

Media planning

Media strategy

Communication strategy

Art direction

Media strategy

Media planning

Plataformas

Connexa TV

Digital

Radio

Out of home

Digital advertising screens

Point of sale

Social media

Press

Digital advertising screens

Social media

Out of home

Connexa TV

Platforms

Social media

Point of sale

Digital advertising screens

Connexa TV

Out of home

Digital advertising screens

Point of sale

Social media

Connexa TV

Out of home

Social media

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PRESS PLAY!

How to create a tourism brand that represents an entire country.

Surfing as a lifestyle.

Welcome to the home to the right surf

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