The Ministry of Tourism, Regeneration, Justice, and Local Administration of Andalusia decided to carry out activities aiming to commemorate the 500th anniversary of the first trip around the globe, all falling under the “Origin and Destination” context.

This specific initiative aimed to set a 500th Anniversary Menu that could be elaborated and offered by each restaurateur in Andalusia adhered to the campaign.

Communication was structured around two lines of action. Firstly, the recruitment of establishments to ask for adherence to the promotion through visits and face-to-face talks, cooking shows, etc. Secondly, getting the message out to the final consumer, who we encouraged to taste this menu by means of a digital advertising campaign, client materials, and advertising at points of sale.
origenydestino.andalucia.org/menuvcentenario/