Camino Europa

Success story: Camino de Europa

360° communication campaign for an international socio-cultural project

The challenge

Camino de Europa is an initiative that seeks to promote the richness and cultural diversity of the French Camino de Santiago by attracting international travellers and generating a better knowledge and immersive experience in the communities through which this route passes. Using a marketplace based on blockchain technology, the project contributes to the sustainable economic development of local artisans and traders through the sale of quality products, as well as through business and commercial improvement activities for tourist services and events. It was necessary to activate, in a very short time, a comprehensive communication strategy, through face-to-face and digital actions, to transfer the benefits of the project, showcase its technological platform and contribute to generating new users.
Translated with DeepL.com (free version)

Results

Programmatic impressions
+ 0 M
Media Outreach
+ 0
Press conferences
0
Social media publications
+ 0
People reached through communication actions
+ 0

Testimonial

‘Camino de Europa is the perfect example of how to structure and execute a communication plan on multiple tactical axes with precision and results in record time’.
Jorge López
Incognito Partner

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The Goal

Incognito joined as a partner to the Camino de Europa project, integrated by different organisations of local and national relevance. As communication experts, their purpose was to give relevance to the project and give it visibility among the target audiences, both in Spain and in France and Germany, through different activations. These were to help explain the initiative, give a voice to the participating entities, explain the technological platform (the WAYS Journeys app) and encourage the download and use of the latter.

To this end, a comprehensive communications programme was carried out, with both face-to-face and online tactics, in which not only media and target audiences were contacted, but the agency was also responsible for the overall production of content, coordination of events and measurement of results.

Strategy

Incógnito developed the communication around two fundamental strategic axes that were carried out in two stages over four months of work:

  1. Organisation of the 1st Camino de Europa Fair. This event, which took place in the Palencia town of Carrión de los Condes on 3 and 4 October 2024, served as the official presentation of the project and its technological platform, the WAYS Journeys app. Taking advantage of the relevance of the town in the French Camino de Santiago, a meeting point for pilgrims, neighbours and experts was established, generating numerous opportunities to make Camino de Europa visible on social networks and in the media.
  2. Promotion of the WAYS Journeys app. The mobile application, which allows not only to plan in detail the journey along the Camino but also to consume local products and thank artisans and entrepreneurs for their dedication through blockchain technology, was the protagonist of the second stage. For this, a complete online and offline dynamisation strategy was developed, seeking notoriety to promote the use of the tool.

In addition, as a result of the fair, which highlighted the value of cultural identity and local products, conferences on regenerative tourism were organised with different experts also in Carrión de los Condes.

Camino Europa_estrategia

Tactics

    • Comprehensive management of a trade fair. Incógnito was in charge of the production, assembly and coordination of the 1st Camino de Europa Fair, which included a stand area with producers of the Camino de Santiago, workshops and product tastings organised by the European Commission, and two days of technical sessions, including presentations and round tables by national and international experts.
    • Comprehensive public relations programme. During the months of the project, three press conferences were held with regional and national media to communicate both the Fair and the launch of WAYS Journeys. In addition, up to seven press releases were launched and reports and interviews were managed, achieving more than a hundred media hits.
    • Digital advertising campaigns. Incógnito carried out two programmatic advertising campaigns, one aimed at publicising the celebration of the I Camino de Europa Fair, and the other, with a focus on Germany and France, aimed at raising awareness of the WAYS Journeys app. Likewise, branded content actions and an influencer marketing campaign were managed.
    • Generation of digital content. The agency managed the social profiles of Camino de Europa and WAYS Journeys, producing multimedia content, broadcasting videos of the technical sessions of the Fair and providing live coverage of the different events through social networks.
    • Production of graphic materials. Incógnito was in charge of the integral generation of the signage and posters for the Fair, of creativities for the promotion of the WAYS Journeys app in establishments along the Camino and even the design and activation of a landing page to inform about the event in Carrión de los Condes and to channel the registration of attendees.
    • Logistics support. The agency managed the coordination of accommodation, the management of suppliers and the different technical visits that were carried out, as well as the training of personnel.
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