On Tuesday 27th, the mayoress of Mijas, Ana Mata (PP), and the councillor for Tourism, Francisco Jerez (Vox), presented the municipality’s new tourism promotion campaign. Under the slogan ‘Mijas, donde la vida fluye’ (Mijas, where life flows), this initiative aims to showcase a destination full of sensations, inviting visitors to relax and enjoy themselves to the fullest. In short, a place in the world where you can let yourself go and gain new life experiences.
This campaign was due to be presented at the latest edition of Fitur, but the Town Hall cancelled all institutional presence as a sign of mourning for the Adamuz train accident. According to Mata, the campaign will be officially launched at the ITB fair in Berlin in March, although it is already the official image of Mijas tourism.
The new communication approach stems from the need to offer a counterpoint to the information overload and daily rush that characterise today’s society. “Mijas is presented as a unique place, far removed from other tourist destinations that are already saturated, showing itself to be a place to live and immerse oneself in new experiences, not just to spend a holiday. Well-being and quality of life are the predominant aspects”, said the mayoress.
“Mijas is a complete destination, offering a wide range of options for all types of visitors. From relaxation tourism to sports, golf, health, culture, gastronomy. In other words, it is a town where you don’t just come to spend your holidays, but to gain new life experiences. This is reflected in the campaign”, she added.
- Momento de la presentación visualizando el vídeo de promoción elaborado por el Ayuntamiento de Mijas.
- I. PÉREZ.
For his part, the councillor for Tourism emphasised that this campaign is not just a promotional initiative, “it is a statement of intent regarding the tourism model we advocate for Mijas: quality tourism that is compatible with life in the municipality throughout the year”.
Deseasonalisation of tourism
“From the Tourism Department, we are working to ensure that this campaign has a real impact on deseasonalisation. Mijas is not a high-season destination: it is a destination to be enjoyed twelve months a year, and this proposal allows us to segment markets and audiences with very specific messages”, said Jerez.
- Imagen de la campaña.
The councillor also highlighted that Mijas is currently competing in a very demanding global tourism market, “which is why we are committed to a clear, adaptable and recognisable brand, capable of positioning us at international fairs such as Fitur and in strategic markets where we want to continue growing”.
The vice-president of Aehcos in Mijas, Juan Miguel Marcos, also commented on this campaign, applauding the message it conveys, “because it tells people that we don’t just have sun and beaches”, but “that there are many things to do in Mijas, from playing sports to hiking, enjoying the cuisine and discovering the history of the town, all while always having the sea in the background, because Mijas is a place where life flows”, he summarised.
Multi-segment campaign
The mayoress, Ana Mata (PP), explained that the ‘Where life flows’ campaign stands out for its great versatility. It allows for multiple versions targeted at different market niches, citing examples such as ‘Where flavours flow’, ‘Where sport flows’ and ‘Where sunsets flow’.
- La campaña tiene como objetivo, entre otros, dar a conocer la variada oferta de servicios que ofrece el municipio, como el golf.
- Archivo.
The campaign aims to foster a sense of belonging and to inspire people to visit Mijas and discover it through experiences based on sensations.
Due to its simplicity, the campaign can be adapted to any language, and in fact, an English version already exists under the slogan ‘Where life flows’.
- La alcaldesa Ana Mata durante la presentación de la campaña.
- I. PÉREZ.
Another objective is to promote the wide and varied range of services and attractions offered by the municipality: the Sierra with its trails, forests and unique landscapes; the quality of its coves and beaches; the coastal path that runs parallel to the sea; the cuisine that combines tradition and innovation; the golf courses; its traditions and its ancient history.
On Tuesday 27th, the video completing the campaign was also screened. Its central theme FOLLOWS a woman who escapes the stresses of everyday life by immersing herself in the wide range of attractions Mijas has to offer. She explores the village, enjoys the coastline, the cuisine, the traditions, the sports... In short, everything Mijas offers its visitors.
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