Background
For over three years, I served as Art Director of the digital marketing strategy for the Region of Valencia, overseeing the visual and creative direction of the brand’s entire online presence. The role covered all digital touchpoints, from content creation to large-scale advertising campaigns, supporting both tourism promotion and regional branding across multiple markets.

Project Overview
The focus of the work was daily content production and monitoring across social media platforms serving audiences of thousands of followers. This included sourcing and creating audiovisual content, imagery, and trend-driven formats, as well as planning and executing campaigns. A key challenge was finding a visual language that felt inviting and playful, while authentically presenting the region’s attractions in their natural beauty.

Given the diversity of the target audience, the brand needed a flexible voice capable of resonating with different interests and lifestyles. Content was produced for local, national, and international markets in five languages, ensuring relevance and accessibility across regions.

Results and Impact
Advertising strategy played a central role in the digital ecosystem. We regularly developed campaigns in static, GIF, and video formats for social media platforms, Google Ads, RTB channels, and traveller network collaborations. The resulting campaigns reflected the brand’s friendly and approachable character, and their outcomes are documented in the project highlights.

In parallel, we produced regular newsletters focused on five core segments—families, couples, sports enthusiasts, friends, and the LGBTQ+ community—alongside special editions tied to major regional events.

Beyond content and campaigns, the project expanded into product design. Over the years, we designed and launched two mobile applications supporting tourism and event-related information flows. Kiosco brings together brochures, programs, and attractions across the Valencia region for local and international visitors, while Itinerarios provides up-to-date events and curated itineraries. Both applications are available in five languages and serve tourists and locals alike.

The work culminated in a summary video capturing the scope and results of the first 36 months, reflecting the scale, consistency, and creative direction of the digital presence.