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This is the "Venbienido" proposal, conceived by the Lorca publicist Javier Martínez, who, coining a new term for people who bet to enjoy the proposals of leisure, culture, gastronomy and heritage of our city.

The Councilor for Tourism and Deputy Mayor of Lorca, Francisco Montiel, has presented the new Campaign for Tourism Promotion of the City of Lorca that will be launched with the aim of giving new impetus to the tourist dissemination of the municipality.

Francisco Montiel has indicated that without abandoning the increasingly consolidated slogan "In Lorca, Lo Bordamos" which puts the emphasis on knowing how to do things with art and with exquisiteness as well as in the tradition of embroidery Lorca, the Consistory, through its Department of Tourism, presents the new campaign that represents an evolution of this concept and that leads to the creation of a new term that is, in itself, a call to action, an emotional invitation to be received by Lorca: Venbienido.

There are plans that always go well.

For decades, the City Council has placed special attention on adapting these spaces by means of signaling and the attention of professionals to tourists, converting what were extraordinary tourist resources due to their attraction potential, into unique leisure experiences and tourist products that deal with to meet the needs of different types of visitors so that your visit to the City of the Sun never fails to surprise you.

The mayor of Tourism has explained that these actions of adaptation of the different tourism products are currently combined with the usual promotion and communication campaigns that, in this last area, translate into the development of advertising campaigns that reflect the valuable tourist destination that is Lorca and that, at the same time, combine a certain degree of originality in order to stand out from the rest of the tourist offer.

In January 2016, the City Council of Lorca through its Department of Tourism presented the city brand "Lorca Lo Bordamos" that has served as an advertising campaign with the slogan "In Lorca, make you enjoy your holiday we get embroidered" and its different versions followed by the campaign "Thousand Stories to tell you" and that has been combining with the first so far.

Looking ahead to 2019, and as an evolution of the previous ones, there is a need to add the human component that the Lorca gives to the city for the pride and satisfaction of receiving the visitor as well as the warmth with which he does it.

The Deputy Mayor of Lorca has explained that the new tourist promotion campaign in the city of Lorca is based on a play on words through the transposition of the syllables of the term "welcome".

The word "welcome", widely used term and with positive connotations of welcome, especially linked to tourism, allows us to dissect three meanings: good;

come;

gone.

These three terms have been modified in order to create a meaning different from the original, coining a new word: venbienido, da

Of venire to go well of the City of Lorca.

1. A visitor who arrives at the City of the Sun.

2. Venue (the cortical reception of Lorca).

3. Circumstance of visiting a city in a good mood and going better still.

4.Invitation to visit a historic city full of light "where plans always go well".

The councilman of Tourism has said that with the modification of the term welcome is intended to cause different effects on the receiver:

1. That when reading it in an advertising medium, either by the translation of syllables, or by the change of bav at the beginning of the word, it is exposed to that support a greater amount of time than it would be if there were not a call to the attention of this type.

2. That the spectator associates the modification of the term to the invitation to "come" to Lorca.

3. The logical creation of a new term, phonetics and reading very similar, but of different meaning.

4. The representation of the "tourist cycle" in three actions: come, be well, and go better.

In the words of the author of the campaign, Lorca Javi Martinez, "it is a risky and unconventional campaign that will try to stand out from the rest of the advertising for tourism and saturated spaces such as fairs or specialized press to cause a coup d'état in the receiver, which will seek to find logic in what you have just read.

With this new campaign is added value and different from the actions that were being done so far.

"Lorca Lo Bordamos" continues to appear as a brand, but not as a slogan, thus helping not to over-expose the motto to continue preserving its effect. "The pre-release of the campaign has taken place this November with a full-page ad in the publication of onboard aircraft of Iberia, Air Nostrum Inflight Magazine and will be the central axis on which the entire 2019 advertising campaign of Lorca will develop, advertising insertions will be made at specific times of the year in the magazine Air Nostrum, It is distributed among one of the 3 largest regional airlines in Europe with 200 daily flights operating in Europe, with 120 routes and 58 airports, and with close to 9 million passengers a year. the appearance in the 4 annual issues of the Paradores magazine that the Friends of Paradores receive and that is available to all the guests of this prestigious accommodation network.

This initiative will also appear in the different communication campaigns in the regional and border provinces that are planned for the summer of 2019, as well as in the International Tourism Fair of Madrid.

Advertising spots, batteries promoted on social networks and banners on specialized tourism websites will complete, along with billboards and an urban circuit of mupis and screens, the different media on which this campaign will be shown to potential customers by selecting geographic spaces and demographic characteristics of the target public based on the analysis carried out of the tourist potentialities of the municipality and of the visitors most akin to them who usually visit this and other nearby cities with similar characteristics.

With this new campaign is added value and different from the actions that were being done so far.

"Lorca Lo Bordamos" continues to appear as a brand, but not as a slogan, thus helping not to over-expose the motto to continue preserving its effect ".

Source: Ayuntamiento de Lorca