Branding the Vega Baja
A BRAND to promote the Vega Baja area for tourism has been created by Convega, a consortium of all 27 town halls and the provincial government, with support from the regional tourism agency.
The slogan to publicise the area internationally, ‘Vega Baja del Segura, tu tierra y la mía’ (your land and mine), is part of an effort to support all the local productive sectors and differentiate it from other places.
At the presentation last Thursday, provincial president Carlos Mazón said they want to attract international tourists and investors by working together to ‘establish a collective identity’ and ‘position the area as a strategic area of great value’. This will involve ‘promoting sustainable economic development and the welfare of the area’s society as a whole, which is characterised by values such as hospitality, ecology, respect for the environment, cohesion, sustainability, proactivity, professionalism and competitiveness’.
The logo that will accompany all initiatives linked to the brand has been created by the designer Daniel Nebot and emphasised the letter ‘V’ in the form of a vegetable, as the area is so closely linked to agriculture. The process to create this brand was started in 2018 and over the next three years the regional and provincial governments will contribute €400,000 per year to promote it.
Regional tourism secretary Francesc Colomer said that cooperation between all 27 municipalities had been ‘the key to the strategy of creating their new local brand’.
He noted that they had opted to reflect the area’s historical, cultural and natural heritage, as these would ‘attract talent, innovation, investment, employment and entrepreneurs, as well as more tourists’.
Director general for tourism, Herick Campos said: “The brand is important because it is not just a logo, but reflects everything we offer, and through it we can develop a strategy for marketing, communication and training.”
This will include promoting the different attractions that the municipalities have to offer with the brand as an element to unify the whole range, he explained.
“The Vega Baja has it all, it has natural resources, gastronomy, and well established holiday destinations,” he added.