Azulmarino champions the role of travel agencies in its new summer campaign

• The W2M agency network launches a campaign that highlights expert advice as the smartest, most flexible and most liberating way to organise a trip in a context of booming tourism.

Without abandoning its brand tagline, "Travel is no longer black or white, travel is Azulmarino", the company takes its message a step further with a new concept that amplifies its positioning and focuses on the value of going to a travel agency as the best way to travel better.

The campaign presents Azulmarino as the ally that helps customers design the trip that best suits their preferences and needs, in a more free, personalised and worry-free way. Faced with the less visible side of the process — comparing options, reviewing conditions, adjusting budgets, coordinating bookings or anticipating unforeseen events — the brand proposes a solution: let the traveller enjoy the best of the trip and leave the rest in Azulmarino's hands.

The underlying message is clear: organising a trip through a travel agency is not a thing of the past, but rather a more efficient, flexible and contemporary way to travel. A response to a consumer who wants to make decisions freely, but also with security and expert backing.

The campaign is built around three stories and three destinations, with audiovisual pieces featuring different traveller profiles: a family in Tanzania, a solo traveller in the Caribbean and a couple in Italy. Three profiles that show how Azulmarino accompanies each customer in building a fully tailor-made trip.

The spots can be viewed here:

• Couple spot: https://www.youtube.com/watch?v=y_fAYQpl5AQ
• Solo travel spot: https://www.youtube.com/watch?v=1meuO4aO0RI
• Family spot: https://www.youtube.com/watch?v=niC6Kazcavw

The campaign features a multichannel media plan with presence on television, press, digital and the brand's own channels. The activation will be rolled out across both offline and online environments, reinforcing the campaign's visibility at the main consumer touchpoints.

The initiative is accompanied by an active commercial promotion for the booking period, between 4 and 25 May, and for travel up to 31 December. The offer includes up to 500 euros off per booking and a summer gift for any destination, as well as benefits such as the option to secure the trip for 60 euros, flexible cancellation, best price guarantee and payment at the customer's own pace. It also includes a 7% discount on hotel and flight + hotel bookings.

The campaign, developed by creative agency Pingüino Torreblanca, reinforces the role of travel agencies as a key ally in a context where consumers are seeking more flexible, personalised and supported experiences.