Socio-cultural project · Spain / France / Germany
A project spanning multiple fronts, audiences and countries that needed to be launched in record time.
Camino de Europa is an initiative that combines cultural tourism, blockchain technology and local economic development along the French Way of Saint James. The project had real merit but needed to raise its profile quickly: explaining a complex technological platform, attracting international travellers and building a user base for an app in Spain, France and Germany – all at the same time and within a very short timeframe.
The key decision was to structure the communication campaign in two distinct phases, each with its own logic. First, to organise a physical event that would lend the project credibility and media visibility. Then, to use that momentum to drive digital adoption of the app.
The idea of launching the digital campaign directly, without a physical anchor point, was ruled out. Without that moment of public legitimacy provided by the Fair, the online campaign would have lacked the context and sufficient visibility to operate across three markets simultaneously.
The coordination between media relations, event production, social media and programmatic advertising was not tactical but structural — each element depended on the others to function.
The project kicked off with the organisation of the 1st Camino de Europa Fair in Carrión de los Condes, which served as the official launch of the project and the WAYS Journeys app. Incógnito handled the entire production: stands, workshops, tastings, talks, round-table discussions with national and international experts, and live coverage on social media.
In parallel, a comprehensive public relations programme was launched, featuring three press conferences, seven press releases, and the management of feature articles and interviews, achieving over a hundred mentions in regional and national media.
With the Fair as the catalyst, two programmatic advertising campaigns were launched: one to promote the event and another specifically targeting Germany and France to raise awareness of the app. These were complemented by branded content and influencer marketing.
Throughout the project, Incógnito managed the social media profiles of Camino de Europa and WAYS Journeys, producing multimedia content and broadcasting live videos from the event. It was also responsible for all signage and posters for the Fair, the design of creative materials for establishments along the Camino, and a landing page for the event.
An integrated communications campaign run over four months that combined physical presence, media relations and digital engagement across three countries simultaneously.
‘Camino de Europa is the perfect example of how to structure and execute a communication plan across multiple tactical areas with precision and achieve results in record time.’
