EL CORTE INGLES

At Bacana, we worked as the communications agency of adventure tourism for Boomerang Orientaventura for several years in a row. Boomerang is the sportswear and equipment brand of El Corte Inglés. With Orientaventura, it wanted to prove that sport also lives far beyond the store. Therefore, we followed every edition of the circuit on the ground. Our focus was always media relations built to carry the story further. Moreover, we brought our own film crew to capture each challenge in the heart of nature.

The circuit travelled to some of the most spectacular spots in the country. For example, it visited the Sierra de las Nieves, the Pas Valleys, La Pinilla and the Lozoya Valley. In each destination, teams of three raced with map and compass while they tackled zip-lines, archery and mountain biking. However, the most beautiful part was watching whole families discover nature together. Likewise, the “Learn and take part” category made sure everyone could join, whatever their experience. As a result, the event connected sport, active tourism and the joy of discovery.

Working as the communications agency for adventure tourism Boomerang Orientaventura taught us something important. A good story, well told, always travels on its own. For this reason, we cared for every press release, every invitation and every relationship with journalists. Consequently, the events gained huge coverage on television and in the main media outlets. In fact, the footage from our film crew reached general programmes as well as sport and adventure titles.

Today, we still believe that the best communication comes from living the story up close, day after day. That experience, without a doubt, proved the value of media relations for a brand that bet on sport and nature. Although the circuit became part of El Corte Inglés’s history, its spirit still shapes how we understand brand communication at Bacana.