{"id":10595,"date":"2025-06-11T14:48:46","date_gmt":"2025-06-11T12:48:46","guid":{"rendered":"https:\/\/mio.one\/casos-de-exito\/civitatis\/"},"modified":"2026-07-08T12:44:52","modified_gmt":"2026-07-08T10:44:52","slug":"civitatis","status":"publish","type":"casos","link":"https:\/\/mio.one\/en\/casos-de-exito\/civitatis\/","title":{"rendered":"Civitatis"},"content":{"rendered":"\n

Customer<\/strong><\/h3>\n\n

CivitatisProject: InternationalSector: Tourism and Leisure<\/p>\n\n

<\/div>\n\n

Services<\/strong><\/h3>\n\n
\n

Creativity<\/p>\n\n\n\n

Content<\/p>\n\n\n\n

Social Media, Influencers<\/p>\n<\/div>\n\n

<\/div>\n\n

“Enjoy the Earth”<\/h3>\n\n
<\/div>\n\n

The Challenge<\/strong><\/p>\n\n

Civitatis, a leading platform for guided tours and tourist activities in Spanish, needed to evolve its positioning to connect emotionally with digitally native audiences without losing its essence. The company sought to maintain its leadership in the sector and create more authentic, fresh, and relevant communication that would have an impact across the entire marketing funnel. <\/p>\n\n

<\/div>\n\n

The Solution<\/strong><\/p>\n\n

At Firma, the MIO Group\u2019s branding agency, we designed a creative and comprehensive campaign that combined humor, artificial intelligence, and a 360\u00b0 media strategy. We made a splash with a disruptive stunt: a banner in front of SpaceX in Los Angeles that read, \u201cElon, it\u2019s not rocket science. Mars is boring. Enjoy Earth with Civitatis.\u201d <\/p>\n\n

The content was 100% native to social media, tailored to different audiences, and focused on creating an emotional connection. Artificial intelligence was used to optimize creative and production processes, achieving efficiency and quality without sacrificing the essence of the content. <\/p>\n\n

The results were spectacular:<\/p>\n\n

    \n
  • YouTube videos with a view-through rate of 50%, well above the industry average.<\/li>\n\n\n\n
  • A +9.1-point increase in Top of Mind on social media, compared to an average of +1.1 in the travel sector.<\/li>\n\n\n\n
  • Significant improvement in purchase intent.<\/li>\n\n\n\n
  • Effective brand repositioning and revitalization of the tourism category through emotional and authentic messaging.<\/li>\n<\/ul>\n\n

    <\/p>\n","protected":false},"excerpt":{"rendered":"

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