The “Fifty Fifty” campaign, promoted by the Catalan Tourist Board in collaboration with the Catalunya Convention Bureau, has been awarded the silver prize for “Best MICE audiovisual production” at the International Tourism Film Festival Africa, which was held in Johannesburg (South Africa) from 11 to 15 June.

The campaign promoting Catalonia as a business tourist destination seeks to demonstrate why it is an ideal destination for corporate events, congresses and conventions. The director of the Catalan Tourist Board, Narcís Ferrer i Ferrer, explained that the campaign “highlights how Catalonia manages to strike the perfect balance between innovation and tradition; the sea and the mountains; urban and rural settings; lifestyle and business excellence; and authenticity and experience.” The campaign focuses on two twins: one who embodies the essence of large professional gatherings, and another who represents the soul of small meetings and incentive trips. Through a tour of the region’s impressive landscapes and meeting venues, the twins demonstrate the variety of options that exist for added-value events in Catalonia.

Ferrer stated “Catalonia boasts a complete ecosystem of services, facilities and activities that make it the ideal place to host all kinds of professional meetings and gatherings. This new campaign reaffirms our commitment to the promotion of MICE tourism in Catalonia, with a focus on innovation, sustainability and the legacy of these events in our region.”

Aimed at priority international markets such as France, the United Kingdom and Germany, the campaign presents Catalonia as a well-balanced destination that manages to combine its cultural richness and impressive landscapes with an industrial dynamism and spirit of research, ensuring that its professional visitors are able to enjoy a memorable stay.

This latest award complements the “Golden City Gate Award” for the best MICE&EVENT film that the Catalan Tourist Board picked up at the latest edition of ITB Berlin. In addition to these two awards, the Catalan Tourism Board’s campaign has also been selected to be screened in the International Committee of Tourism Film Festivals (CIFFT).

Sustainable filming

The ACT’s commitment to sustainability even extends to its filming activity. When determining the locations for filming and the accommodation options for a team of forty people, the ACT made sure that the different sites and infrastructures held environmental certifications and/or promoted sustainable practices. This included the use of renewable energy, the efficient use of water and proper waste management.

These measures helped to reduce the environmental impact of the filming activity, demonstrating the ACT-hired production team’s commitment to sustainability and environmental responsibility.