Benidorm, scene of Zara's new international campaign

The city of Benidorm is the protagonist of Zara's new international campaign, focused on its lingerie line, which was launched yesterday on the website of the multinational textile company. The production of Six North for Zara Woman took place last week and took place in such emblematic locations in Benidorm as El Castell. In addition, the production company chose other locations in the city such as the karting on Comunidad Valenciana avenue or Madeira Centro hotel, from where different images were captured, such as the island as a backdrop.

The mayor, Toni Pérez, explained that "in just 48 hours we were able to attract this production, competing with other international destinations." In fact, he stressed, "it was the rapid coordination among Benidorm Film Office with the Department of Public Roads and the Local Police that made the Six North crew finally opt for Benidorm proposal", raised through BemySet locator, a Valencian production company that "has the city as one of its preferred destinations for this type of advertising work."

A proposal, that of Benidorm, which "offered the brand exactly what it was looking for for this campaign: exteriors full of light and with a summer atmosphere".

According to the data transferred by the mayor, "the crew of 26 people spent two days in the city, leaving a local expense that we estimate around 25,000 euros between accommodation, allowances and space rental".

Toni Pérez highlighted "the international projection of this production, with which the city links its name to one of the most influential brands in the world of fashion and with which Benidorm strengthens its recovery and positioning in the advertising segment". One segment pointed out that “during the pandemic there has been a considerable decrease in the number of productions with respect to the trend of previous years, since due to mobility restrictions it was easier for agencies to develop their campaigns in the large centers such as Madrid or Barcelona, ​​where they usually have their base of operations ”.

However, "in recent months, more and more advertising productions are interested in the possibility of developing their projects in Benidorm".

The images of the new campaign, which can be seen on Zara website and in a large part of which the city is identified, were captured by photographers Robin Galiega and Pierre Ange Carlotti. The first, of French origin and who regularly works with major international fashion brands.