{"id":9417,"date":"2021-11-03T10:00:00","date_gmt":"2021-11-03T10:00:00","guid":{"rendered":"https:\/\/www.vccp.com\/madrid\/?post_type=news&#038;p=9417"},"modified":"2021-11-04T09:58:11","modified_gmt":"2021-11-04T09:58:11","slug":"nuevo-estudio-de-produccion-de-contenidos-a-nivel-global-girl-and-bear","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/spain\/news\/2021\/nov\/nuevo-estudio-de-produccion-de-contenidos-a-nivel-global-girl-and-bear","title":{"rendered":"VCCP Group supercharges production offering with launch of global content creation studio, Girl&amp;Bear"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z2vhy4p wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p><span style=\"font-weight: 400\">VCCP Group, the challenger global network, has today announced the launch of a global content creation studio named <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\">. <\/span><b>Girl&amp;Bear <\/b><span style=\"font-weight: 400\">becomes the new home to makers from across the VCCP network and will deliver world-class content creation, global production services and a bespoke technology solution.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">Spanning the full range of content production, the studio\u2019s capabilities will include film, audio, design, print, photographic and digital production and brings together 250 makers with VCCP\u2019s expertise and focus on craft. Alongside the makers within the studio, Girl&amp;Bear will continue to work with production partners to ensure access to the best talent in the industry.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">Challenging the modern production dilemma of choosing between beautifully crafted creative, or efficient delivery of assets at scale, Girl&amp;Bear will deliver craft without compromise. Their proprietary software, \u2018The Pathway\u2019 will enable technology and a human approach to work seamlessly together enabling cutting-edge content creation, adaptation and transcreation or, increasingly, more personalised content delivered through the clever use of data. The system is designed to guide clients through the increasingly complicated world of multi-format, multi-language and dynamic creative production and enable the delivery of crafted work at scale and pace, across all channels. Bringing cutting-edge technology and automation into the production process in the right way, at the right moments will ensure Girl &amp; Bear\u2019s makers around the world can work more efficiently as well as give clients a seamless delivery experience.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><b>Girl&amp;Bear <\/b><span style=\"font-weight: 400\">will service VCCP\u2019s global network, offering clients borderless content production across eight markets including London, where it is headquartered, Madrid, Prague, San Francisco, New York, Singapore, Sydney and Shanghai. Girl&amp;Bear will also offer cost-efficient production at scale in every region of the world through offshore solutions which will be run out of the Czech Republic, South Africa and Asia Pacific.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">Brought together by a team of passionate makers, Girl&amp;Bear will be led by Managing Director, Claire Young, Executive Head of Production, Anthony Austin and Global Head of Operations, Dan Montalbano. Young has over 20 years of production experience working at some of the industry\u2019s most well respected creative agencies including Mother, exposure, JWT, and has led production for VCCP London for the last six years. Montalbano has led global operations for the VCCP Group for the last two years and brings both client-side and top-tier London agency experience from brands including National Geographic, Barclays and agencies Razorfish and AKQA.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">The team is joined by new hire Austin, who brings a wealth of experience in building production studios within creative agencies, firstly at Mother London, before going on to found Black Sheep Studios at BBH, where he subsequently took the BBH London ECD role.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">The Girl&amp;Bear senior leadership team will report into VCCP London\u2019s Chief Executive Officer, Andrew Peake and VCCP\u2019s Group Chief Creative Officer, Darren Bailes.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">Girl&amp;Bear launches with a large portfolio of clients including Domino\u2019s, O2 and White Claw. Recent celebrated campaigns include Domin-oh-hoo-hoo for Domino\u2019s and The O2 in Fortnite Creative for O2<\/span><span style=\"font-weight: 400\">.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z2iwUtM wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\n    <div class=\"container container--spaced-sm\">\n\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\n        \n                \n        <div class=\"carousel-inner\">\n          \n                              \n          <div class=\"carousel-item  active\">\n          \n                      \n                        <div class=\"embed-responsive embed-responsive-16by9\">\n              <picture class=\"embed-responsive-item\">\n                <source data-srcset=\"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/1920x1080_Bear_Girl.jpg 1152w\">\n                <img data-src=\"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/1920x1080_Bear_Girl.jpg\" alt=\"Bear &amp; Girl\" class=\"lazyload d-block w-100\">\n              <\/picture>\n            <\/div>\n                        \n            \n          <\/div>\n          \n                    \n        <\/div>\n        \n                \n        \n      <\/div>\n\n    <\/div>\n  <\/section>\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-1TfC3W wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Content creation and production is something we have always offered to our clients and as the making arm of VCCP, Girl&amp;Bear now elevates our production offering globally, bringing further cohesion to our Group, and a challenger proposition to other networks. All brought to the market by an extremely talented leadership team who all bring different skills to the table, working towards one common goal to bring fresh thinking and new ideas to how we make. \n        <cite>Founding Partner and Group CEO at VCCP, Adrian Coleman<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-26HBoj wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        For us \u2018how\u2019 we make things is just as important as \u2018what\u2019 we make for clients. I\u2019ve always wanted to reimagine production and creating Girl&amp;Bear has enabled us to supercharge our making offering and evolve the industry model. We know that creativity is a business multiplier and we believe that great production doesn&#8217;t need to be a choice between pace, scale and craft &#8211; we\u2019re in the business of \u2018and\u2019. World class integration is something that VCCP is famous for, and with Girl&amp;Bear we are now in an even stronger position than ever to deliver on that promise. \n        <cite>MD at Girl&amp;Bear, Claire Young<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-1RAvBA wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p><b>Anthony Austin, Executive Head of Production at Girl&amp;Bear <\/b><span style=\"font-weight: 400\">noted, \u201cVCCP has always produced beautifully crafted work. With Girl&amp;Bear we will build on this legacy, while bringing a fresh approach to production through new ways of making, new technologies, new formats and always seeking out the best and most exciting talent. Girl&amp;Bear empowers our makers to have a louder voice within the advertising ecosystem. They are an energetic, highly-skilled and passionate bunch, and I\u2019m excited to be joining the team.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">Talking about Girl&amp;Bear\u2019s mission, Young continued: \u201cAs the challenger content studio we also wanted to address other areas of production we felt weren\u2019t working, and change them for the better. Our ambition is to put our people and the planet right at the heart of our business, and we\u2019ve created what we call our \u2018Be Nice\u2019 policy which outlines our guiding principles. We\u2019re committed to sustainable practices in all that we do and we\u2019re excited to be working with Greenshoot and AdGreen to ensure all production is made in the most sustainable way possible.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">Girl&amp;Bear are also working with VCCP Group towards achieving B-Corp status.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">Committed to uncovering, supporting and attracting new and diverse talent both in front of and behind the lens, Girl&amp;Bear are working with partners Free The Bid, BRiM, Justrunners, Brixton Finishing School and SCA to help create a diverse and inclusive workforce. In November they will host the Shiny Awards, which champions underrepresented directors.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">For more information about Girl&amp;Bear, visit<\/span><a href=\"http:\/\/www.wearegirlandbear.com\"> <span style=\"font-weight: 400\">www.wearegirlandbear.com<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"template":"","categories":[191],"class_list":["post-9417","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["3495"],"client_id":"","hero_video":"","hero_image":{"ID":9439,"id":9439,"title":"GirlAndBear_Header","filename":"GirlAndBear_Header.jpeg","filesize":186402,"url":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header.jpeg","link":"https:\/\/www.vccp.com\/spain\/news\/2021\/nov\/nuevo-estudio-de-produccion-de-contenidos-a-nivel-global-girl-and-bear\/attachment\/girlandbear_header","alt":"","author":"23","description":"","caption":"","name":"girlandbear_header","status":"inherit","uploaded_to":9417,"date":"2021-11-04 09:49:47","modified":"2021-11-04 09:49:47","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/spain\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-150x150.jpeg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-300x113.jpeg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-768x288.jpeg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-1024x384.jpeg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-1536x576.jpeg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header.jpeg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header.jpeg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header.jpeg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-768x720.jpeg","Square-width":768,"Square-height":720,"Tall":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-307x615.jpeg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-768x720.jpeg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-1200x630.jpeg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-768x720.jpeg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-768x384.jpeg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2021\/11\/GirlAndBear_Header-307x615.jpeg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta_title":"VCCP Group ampl\u00eda su oferta de producci\u00f3n con el lanzamiento de su estudio de creaci\u00f3n de contenidos a nivel global: Girl&amp;Bear","meta-description":"El estudio de contenidos conecta 250 creadores dentro de la red global de VCCP, ofreciendo una producci\u00f3n sin fronteras","og-image":false,"twitter-site":"","twitter-card":"","twitter-image-alt":"","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":9378,"post_author":"23","post_date":"2021-06-04 11:33:02","post_date_gmt":"2021-06-04 10:33:02","post_content":"<!-- wp:lazyblock\/text-full-width {\"heading\":\"Cervezas San Miguel launches the campaign \\u201cMake your Summer Richer\\u201d (Vivi un'estate pi\\u00f9 rica) in Italy, which will also have a decline for Finland, Sweden and Ireland.\",\"text\":\"\\u003cp\\u003eVCCP Spain has developed the creativity of the \\u201cMake your Summer Richer\\u201d campaign of Cervezas San Miguel, in which consumers are invited to enjoy the summer season, living experiences, disconnecting or enjoying their own, thus discovering a richer way of living. The campaign presents a way of living in the style of Cerveza San Miguel, with the freshness and spontaneity that characterize the brand.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe campaign, developed for Italy, but which will also have declines for Finland, Sweden and Ireland, will have a strong presence in digital media, will have visibility on the main video platforms of the local market, will be complemented by banners in Italian digital media more representative, actions in social networks and an action with more than 75 local influencers, who will tell, from a real perspective, their interpretation of how they live a richer summer together with Cervezas San Miguel.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIt was launched on June 1 coinciding with the summer season and will be active during June, July and August, it aims to boost the visibility of the brand during these months and to generate relevance and notoriety in the mind of the Italian consumer.\\u003c\\\/p\\u003e\",\"blockId\":\"29YUFI\",\"blockUniqueClass\":\"lazyblock-text-full-width-29YUFI\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%2203%22,%22caption%22:%22%22,%22id%22:9380,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9380%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/06\\\/03.png%22%7D\",\"blockId\":\"Z1Ssmu6\",\"blockUniqueClass\":\"lazyblock-hero-Z1Ssmu6\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"VCCP is proud to have the trust of a client like Cervezas San Miguel since 2016, accompanying them not only in the on-going strategy but also in international launches as important as this one. When the synergies between clients and agencies work, they are palpable in the excellence of the work achieved\",\"quotee\":\"Eliana Cantonati, Director of Customer Service at VCCP Spain\",\"blockId\":\"Zq79FU\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Zq79FU\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22video-source%22:%22youtube%22,%22video-id%22:%22PCZwVRzThzM%22%7D%5D\",\"blockId\":\"FzGKx\",\"blockUniqueClass\":\"lazyblock-carousel-FzGKx\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Our objective was to transmit to the international public everything related to our way of being, enjoying, socializing ... In short, reflecting our way of enriching our lives on a daily basis. Something that goes hand in hand with a brand like San Miguel and its need to export its spirit to all those countries where it is present\",\"quotee\":\"Jes\\u00fas Mellado, Creative Director of VCCP Spain\",\"blockId\":\"1HP4aC\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1HP4aC\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%2202%22,%22caption%22:%22%22,%22id%22:9381,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9381%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/06\\\/02.png%22%7D\",\"blockId\":\"15M0Aw\",\"blockUniqueClass\":\"lazyblock-hero-15M0Aw\"} \/-->","post_title":"Cervezas San Miguel trusts VCCP for the launch of its summer campaign in Italy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cervezas-san-miguel-trusts-vccp-for-the-launch-of-its-summer-campaign-in-italy","to_ping":"","pinged":"","post_modified":"2021-06-04 11:33:02","post_modified_gmt":"2021-06-04 10:33:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/madrid\/?post_type=news&#038;p=9378","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9310,"post_author":"23","post_date":"2021-01-19 11:42:33","post_date_gmt":"2021-01-19 11:42:33","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u00c1lvaro Ojeda, until today Director of Strategy and Head of CX, has been promoted to the position of Head of Strategy of the agency, becoming part of the management team of the agency together with Beto Nahmad and Javier Suso.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eOjeda developed his professional career in London working in agencies recognized for their digital and innovative character worldwide, such as Publicis Poke, Engine and The Mill, where he worked for leading international brands such as Samsung, EE (leading telecommunications operator in Great Britain ), Nestl\\u00e9, Heineken, Santander and Sky.\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eThis promotion is the result of the great work done by \\u00c1lvaro since his arrival at the agency. \\u00c1lvaro has been key to the successful launch of O2 in the Spanish market, as well as to the achievement of new clients for the agency such as Alsa, Larios, Interporc, Acnur or Omnidoctor, among others.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe effectiveness of his work has been recognized by the main festivals in the British market such as WARC or BIMA.\\u003c\\\/p\\u003e\",\"blockId\":\"Z1EH6VN\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1EH6VN\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"\\u00c1lvaro's arrival was a great step forward for VCCP Spain and his promotion will allow us to consolidate the evolution of the agency to lead change in our industry. His vision of business transformation, his experience building brands in the international context and his extensive knowledge in data, innovation and customer experience are today more critical than ever for the success of any brand \",\"quotee\":\"Javier Suso, CEO VCCP Spain\",\"blockId\":\"Z2IwPn\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z2IwPn\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Strategic rigor is now more crucial than ever to continue adding value to our clients' businesses and help them face the new challenges they face. The creative talent that I have found in this agency, its vision and its culture make VCCP the perfect place to understand what an agency should be from now on\",\"quotee\":\"\\u00c1lvaro Ojeda, Head of Strategy VCCP Spain\",\"blockId\":\"1pkPbO\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1pkPbO\"} \/-->","post_title":"\u00c1lvaro Ojeda, new Head of Strategy at VCCP Spain","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"alvaro-ojeda-new-head-of-strategy-at-vccp-spain","to_ping":"","pinged":"","post_modified":"2021-01-19 14:38:35","post_modified_gmt":"2021-01-19 14:38:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/madrid\/?post_type=news&#038;p=9310","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9394,"post_author":"23","post_date":"2021-07-20 15:39:17","post_date_gmt":"2021-07-20 14:39:17","post_content":"<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"In the campaign \\u0022The trip to meet us\\u0022, three travelers of different profiles visit the main tourist sites in Castilla y Le\\u00f3n while their brain activity is measured.\\n\\nTo do this, they used a cap with 2,048 microsensors and a subjective camera, which collects their brain activity in real time when visiting each tourist spot.\\n\\nThanks to this project it was possible to show that the stimuli that generate the greatest positive emotional activation are those that are unknown and most surprising.\",\"blockId\":\"Z1zcSH8\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-Z1zcSH8\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22video-source%22:%22youtube%22,%22video-id%22:%22UEZYFNMzN0I%22%7D%5D\",\"blockId\":\"2t9FIO\",\"blockUniqueClass\":\"lazyblock-carousel-2t9FIO\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eThe Junta de Castilla y Le\\u00f3n has promoted an innovative neuromarketing project, called \\u0022The trip to meet us\\u0022 (elviajeparaconocernos.com), to claim the attractiveness of the wide range of experiences that all types of tourists can live in Castilla y Le\\u00f3n, something that makes this tourist destination unique.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIn this project, devised by the creative agency VCCP Spain, the brain activity of three tourists of different profiles was measured for the first time in real time while visiting the main tourist enclaves of the 9 provinces of Castilla y Le\\u00f3n.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eFor this, an innovative cap was used that incorporates a front camera and an invisible mesh with 2,048 microsensors that collected the brain activity of tourists for four days, transforming it into data.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThanks to this technology, unique in the world, more than 48 hours of brain activity were analyzed, which has served to know the emotions that each tourist enclave aroused in each type of traveler, being able to know what it was that most attracted attention to each tourist and what were their true emotions during the trip.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThis campaign was starred by the chef, Fabi\\u00e1n Le\\u00f3n (@Fabianmasterchef), the traveler Sara Caballero (@lamochiladesara) and the adventurer David Castell\\u00f3 Fern\\u00e1ndez (@OceanLifeDC), who traveled 1,233 kilometers during 4 days of travel in which they visited the Market del Val, the Plaza Mayor, San Pablo, the Royal Palace and the Chancery in Valladolid; the aqueduct, the Hoces del Durat\\u00f3n and Sep\\u00falveda in Segovia; the R\\u00edo Lobos Canyon Natural Park and the San Bartolom\\u00e9 Chapel in Soria; a winery in Aranda de Duero, the Cathedral and the archaeological site of Atapuerca in Burgos; a section of the Camino de Santiago, Fr\\u00f3mista and the Canal de Castilla in Palencia; the cathedral, the walls and the Gaud\\u00ed Palace in Astorga, the Las M\\u00e9dulas World Heritage Site and the wet neighborhood, the San Marco Convent and the historic center of Le\\u00f3n; the region of Sanabria, with the castle and its impressive lake, a cruise on the Duero river in the town of Fermoselle in Zamora; the center, the Plaza Mayor and the University of Salamanca; the walls of \\u00c1vila. Likewise, in each visited town they were able to enjoy the typical gastronomy and oenology of each area of \\u200b\\u200bCastilla y Le\\u00f3n.\\u003c\\\/p\\u003e\",\"blockId\":\"KNhVx\",\"blockUniqueClass\":\"lazyblock-text-full-width-KNhVx\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22CYL_backstage_07%22,%22caption%22:%22%22,%22id%22:9396,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9396%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/CYL_backstage_07-scaled.jpg%22%7D\",\"blockId\":\"Z2dGN6I\",\"blockUniqueClass\":\"lazyblock-hero-Z2dGN6I\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"heading\":\"The analysis of the brain activity data of the three types of tourists that were the object of this study allowed us to draw numerous conclusions, among which the following stand out:\",\"text\":\"\\u003cp\\u003e1.- The stimuli that generate the greatest positive emotional activation are those unknown and most surprising for each person:\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The chef felt more emotional intensity in activities in nature: Lake Sanabria, Zamora and the experience in canoes in Hoces del Durat\\u00f3n, Segovia.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The traveler felt more emotional intensity in activities related to gastronomy: Tapas in the wet neighborhood of L\\u00e9on and pairing in Aranda de Duero.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The adventurer felt more emotional intensity in cultural activities: Archaeological site, Burgos Cathedral.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e2.- The most felt emotions were: optimism, amazement, enjoyment, surprise and curiosity.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e3.- All the destinations visited \\\/ activities carried out have evoked positive emotions in the participants. And 61% of those destinations visited \\\/ activities carried out have caused some of the participants a significant change in their emotional state, going from neutral or negative to positive.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The 5 moments of greatest emotional intensity were:\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Archaeological site of Atapuerca.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Hoces del R\\u00edo Durat\\u00f3n (canoe route).\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Wet neighborhood of Le\\u00f3n (tapas).\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Church of San Mart\\u00edn de Tours (Fr\\u00f3mista).\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Plaza Mayor of Salamanca.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e4.- The most intense emotions experienced in:\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Natural resources, calm and pleasure.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- In cultural resources, amazement and admiration.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- In gastronomic resources, satisfaction and pleasure.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e5.- 72% of the intense emotional experiences surprised the participants.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e6.- 68.2% of the peaks of positive emotional activation experienced in places \\\/ activities, cause a positive mood of more than forty minutes, 21.3% of more than 50 minutes and 10.5% of more than an hour.\\u003c\\\/p\\u003e\",\"blockId\":\"5vjum\",\"blockUniqueClass\":\"lazyblock-text-full-width-5vjum\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22CYL_backstage_02%22,%22caption%22:%22%22,%22id%22:9398,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9398%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/CYL_backstage_02-scaled.jpg%22%7D\",\"blockId\":\"Z1UmwA8\",\"blockUniqueClass\":\"lazyblock-hero-Z1UmwA8\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We have been able to see how corners of Castilla y Le\\u00f3n have totally changed the mood of the people who participated in the experiment. We can be proud to have measured the magic of a tourist destination for the first time in history. In this way we have scientifically demonstrated that Castilla y Le\\u00f3n is an attractive destination for different types of tourists, with different motivations \",\"quotee\":\"Jos\\u00e9 Ruiz Pardo, CEO and Director of Neurotechnology at Goli neuromarketing\",\"blockId\":\"Z1gD0zt\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1gD0zt\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22CYL_backstage_04%22,%22caption%22:%22%22,%22id%22:9399,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9399%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/CYL_backstage_04-scaled.jpg%22%7D\",\"blockId\":\"Z1KDLPw\",\"blockUniqueClass\":\"lazyblock-hero-Z1KDLPw\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"When technology and emotion are properly mixed, magical things can happen. It is a pleasure to share this project with everyone. Castilla y Le\\u00f3n is waiting for you. What we do not know is what excites us the most, it is a unique experience \",\"quotee\":\"Beto Nahmad, Executive Creative Director of VCCP Spain\",\"blockId\":\"pay1R\",\"blockUniqueClass\":\"lazyblock-quote-full-width-pay1R\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22CYL_backstage_06%22,%22caption%22:%22%22,%22id%22:9397,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9397%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/CYL_backstage_06-scaled.jpg%22%7D\",\"blockId\":\"Z3eV3z\",\"blockUniqueClass\":\"lazyblock-hero-Z3eV3z\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We must assess the vision and courage of the Junta de Castilla y Le\\u00f3n by understanding the value of the idea that we proposed to them and by betting on a real experiment, without knowing the results that we were going to obtain. This courage has been translated into a communication action never before done in the tourism sector in which, not only is it communicated but also shows the relevance of the different experiences that each type of tourist can live in this tourist destination \",\"quotee\":\"Javier Suso, CEO VCCP Spain\",\"blockId\":\"Zc4Gac\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Zc4Gac\"} \/-->","post_title":"Castilla y Le\u00f3n turns to neuroscience to demonstrate its attractiveness as a tourist destination","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"castilla-y-leon-usa-neurociencia-para-demostrar-su-atractivo-como-destino-turistico","to_ping":"","pinged":"","post_modified":"2021-07-20 15:39:18","post_modified_gmt":"2021-07-20 14:39:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/madrid\/?post_type=news&#038;p=9394","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"]},"lang":"en-gb","translations":{"en-gb":9417,"es-es":9419},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/news\/9417","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/users\/23"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/media?parent=9417"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/categories?post=9417"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}