DOCUMENTARY FILM
"THE WINNER'S JOURNEY"

Branded content that generates an increase in tourism and promotes territories.

A well-known Uruguayan travel influencer takes his octogenarian parents to see the Riviera Maya on the trip of their lives. With this attractive concept we made a documentary film to sell 2 touristic destinations.

CLIENT

Ministry of Tourism of Mexico

Ministry of Tourism of Uruguay

American Express

SERVICES

Strategy / Planning / Production audiovisual / media plan

01 CONTEXT

At Recordarte we had Made for American Express, content with travel influencers. As a result of that experience and the prize that the winner was going to enjoy, the opportunity arises to do something more ambitious.

02 CHALLENGE

Involve the tourist destinations that the blogger was going to visit and make them see the promotion opportunity by generating powerful brand content.

03 SOLUTION

We design an inspiring and emotional travel documentary. Content of interest to any traveler and with an attractive personal story.

Tourist destinations sell their benefits but are naturally integrated into a relevant story.

04

DEVELOPMENT

Beauty + landscapes + emotion = fascinating documentary

Diego Pons was the blogger chosen to star in this action. There were two interesting aspects in it.:

A good mass of followers and experience in front of the cameras after years starring in their video blog.

A very emotional personal story, with parents whom he sees little and a promise to travel together that has yet to be fulfilled.

At Grabarte we had with initial support from American Express to capture the winner's trip in short content, but we were clear that there was a great story and that it could grow a lot if watered with the right elements.

We present the proposal to the Ministry of Tourism From Uruguay, place of origin of Pons, y to the Ministry of Tourism of Mexico, travel destination. Both institutions knew how to see the potential of the action and joined it.

Once the documentary is produced, The distribution included the circuit of documentary festivals around the world and programming on television in several countries.. Besides, Some time later it was available on YouTube, a platform where our protagonist has tens of thousands of subscribers.

05 DISCOVER THE KEYS OF THE PROJECT

Take advantage of what was the purpose of a brand action to generate a new even more powerful.

Refocus the content so that the participation of new brands would make sense.
Mix the travel plots and all the attraction of tourist destinations with the human plot of the Pons family.

DOCUMENTARY FILM "THE WINNER'S JOURNEY"