{"id":231801,"date":"2025-12-10T13:06:10","date_gmt":"2025-12-10T12:06:10","guid":{"rendered":"https:\/\/ipmark.com\/?p=231801"},"modified":"2025-12-10T17:11:10","modified_gmt":"2025-12-10T16:11:10","slug":"turismo-andaluz-el-trato-andaluz-campana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=231801","title":{"rendered":"Turismo Andaluc\u00eda inicia una nueva narrativa creativa centrada en el respeto"},"content":{"rendered":"<p data-start=\"299\" data-end=\"730\"><strong>La Junta de Andaluc\u00eda ha presentado \u2018El trato andaluz (The Andalusian Deal)\u2019, un nuevo proyecto de turismo Andaluc\u00eda firmado por PS21 que redefine la narrativa tur\u00edstica de la comunidad. La campa\u00f1a desplaza el foco desde la captaci\u00f3n de visitantes hacia la convivencia con los residentes, la identidad local y la corresponsabilidad social.<\/strong><\/p>\n<p data-start=\"732\" data-end=\"1306\">Este trabajo es el primero de <strong>PS21<\/strong> tras su selecci\u00f3n en un concurso p\u00fablico resuelto el pasado octubre, al que se presentaron 22 agencias. La propuesta abre <strong>un marco de comunicaci\u00f3n<\/strong> que, seg\u00fan plantea la Junta, busca consolidar a Andaluc\u00eda como referente no solo en atracci\u00f3n tur\u00edstica, sino tambi\u00e9n en una gesti\u00f3n responsable, equilibrada y contempor\u00e1nea del destino. En esa l\u00ednea, \u2018El Trato Andaluz\u2019 se configura como una evoluci\u00f3n de \u2018Andalusian Crush\u2019 (2023), que apelaba al impacto y las emociones al visitar Andaluc\u00eda para pasar <strong>ahora a un relato centrado en el respeto.<\/strong><\/p>\n<h3 data-start=\"732\" data-end=\"1306\"><strong>Ocho compromisos\u00a0<\/strong><\/h3>\n<p data-start=\"1308\" data-end=\"2122\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-231809\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/trato-andaluz-campana-1.jpg\" alt=\"\" width=\"860\" height=\"628\" srcset=\"https:\/\/ipmark.com\/wp-content\/uploads\/trato-andaluz-campana-1.jpg 860w, https:\/\/ipmark.com\/wp-content\/uploads\/trato-andaluz-campana-1-300x219.jpg 300w, https:\/\/ipmark.com\/wp-content\/uploads\/trato-andaluz-campana-1-768x561.jpg 768w, https:\/\/ipmark.com\/wp-content\/uploads\/trato-andaluz-campana-1-100x73.jpg 100w, https:\/\/ipmark.com\/wp-content\/uploads\/trato-andaluz-campana-1-24x18.jpg 24w, https:\/\/ipmark.com\/wp-content\/uploads\/trato-andaluz-campana-1-36x26.jpg 36w, https:\/\/ipmark.com\/wp-content\/uploads\/trato-andaluz-campana-1-48x35.jpg 48w, https:\/\/ipmark.com\/wp-content\/uploads\/trato-andaluz-campana-1-600x438.jpg 600w\" sizes=\"(max-width: 860px) 100vw, 860px\" \/><\/p>\n<p data-start=\"1308\" data-end=\"2122\">La campa\u00f1a materializa este prop\u00f3sito a trav\u00e9s de un pacto simb\u00f3lico compuesto por <strong>ocho compromisos,<\/strong> construidos a partir de tensiones reales detectadas en las ocho provincias andaluzas. La pieza principal arranca con <strong>Luc\u00eda<\/strong>, que representa la voz de Andaluc\u00eda desde el balc\u00f3n de una casa de paredes encaladas. En su discurso enuncia los acuerdos del \u201ctrato\u201d: respeto a su gente, protecci\u00f3n del territorio, libertad y derecho al descanso, respeto a los ritmos locales, gastronom\u00eda, cultura, uso responsable del agua y preservaci\u00f3n de las calles como espacio com\u00fan. <strong>Cada compromiso se asocia a escenas del d\u00eda a d\u00eda<\/strong> \u2014panader\u00edas y pescader\u00edas de barrio, hermandades, patios interiores, playas tranquilas o conversaciones vecinales al fresco\u2014 para retratar un paisaje emocional conectado con la esencia del territorio.<\/p>\n<p data-start=\"2124\" data-end=\"2603\">El proyecto est\u00e1 producido por<strong> Lee Films<\/strong> y <strong>se ha rodado en varias provincias<\/strong>. Para reforzar la autenticidad del relato, el equipo de PS21 y la productora trabaj\u00f3 con un proceso de escucha activa y un casting a pie de calle, <strong>con residentes reales<\/strong> como protagonistas y momentos cotidianos capturados sin artificios. El v\u00eddeo concluye con una declaraci\u00f3n final: \u201cA nuestro turismo le pedimos que venga a Andaluc\u00eda y firme con el alma lo que nosotros le ofrecemos de coraz\u00f3n: The Andalusian Deal\u00bb, resuelta con la afirmaci\u00f3n de Luc\u00eda: \u2018<strong>O lo que es lo mismo: El Trato Andaluz<\/strong>\u2019.<\/p>\n<p data-start=\"2605\" data-end=\"2902\">La banda sonora es una reinterpretaci\u00f3n contempor\u00e1nea del tema<strong> <em data-start=\"2668\" data-end=\"2684\">Tengo un trato<\/em>, de Mala Rodr\u00edguez<\/strong>, creada por el estudio <strong>Trafalgar 13<\/strong>. La mezcla de base rap con palmeos, quej\u00edos flamencos, violines y <em>scratches<\/em> busca generar un sonido h\u00edbrido que conecte el arraigo andaluz con un lenguaje actual.<\/p>\n<p data-start=\"3343\" data-end=\"3818\">El lanzamiento de \u2018El Trato Andaluz\u2019 se integra en la estrategia de sensibilizaci\u00f3n tur\u00edstica de la Junta, alineada con<strong> la futura Ley del Turismo Sostenible, el Compromiso \u00c9tico del Turismo y el Observatorio para la Sostenibilidad Tur\u00edstica Local.<\/strong> La campa\u00f1a se amplificar\u00e1 en televisi\u00f3n, radio, prensa, exterior, digital y redes sociales, y abre una nueva l\u00ednea de trabajo con PS21 orientada a una comunicaci\u00f3n m\u00e1s participativa, cercana y guiada por inteligencia colectiva.<\/p>\n<p><iframe title=\"El trato Andaluz | Junta de Andaluc\u00eda x PS21\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/4z7FIjUKcxc?start=101&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La campa\u00f1a \u2018El Trato Andaluz\u2019, firmada por PS21, se articula en un pacto simb\u00f3lico de ocho compromisos y se difundir\u00e1 en medios y canales digitales para promover una convivencia tur\u00edstica m\u00e1s responsable.<\/p>\n","protected":false},"author":30,"featured_media":231807,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[6470,2114],"class_list":["post-231801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-anuncio","tag-creatividad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - 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