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Poniente Beach in La Cala area has been the location selected to present part of the proposals for the new Zara Man collection

Zara once again chooses Benidorm for a new international campaign, men's fashion

22 March 2022
Zara vuelve a escoger Benidorm para una nueva campaña internacional, la de moda hombre

The textile multinational Zara has once again chosen Benidorm as the setting for an international campaign, in this case,  Zara Men Fashion. Since yesterday part of the new collection can be seen on the brand's website through images taken on the beach in Poniente the second week of March. A series of photographs "in which the city is clearly identified, in elements such as the first line of Poniente or the Tossal de La Cala", as pointed out today by the mayor, Toni Pérez, who recalled that "the firm has already chosen Benidorm in May 2021 for the launch of its lingerie and swimwear line”.

On that occasion, he pointed out, "our Castell was the main stage, to which other locations in the city were added, such as a 'karting' located on Comunidad Valenciana avenue or Madeira Centro hotel". "Now," he continued, "it has been the turn of Poniente Beach, in the area closest to La Cala, which has captured the interest of Zara, which has signed this campaign with the production company CAP SL and the renowned fashion photographer Elaine Constantine”.

Toni Pérez has highlighted that "the climate and light of Benidorm, together with its beaches and a unique skyline in Spain, are a powerful claim for brands and also the main assets of the city to position itself more and better in the segment of advertising”. Added to these circumstances, he added, "is added the great work and professionalism of Benidorm Film Office, which undoubtedly favour companies wanting to repeat themselves in our city and launch their products on the market with it as a backdrop".

The locations have been carried out by De Location Managers, with whom "we have worked for many years, managing more than 50% of the advertising productions that arrive in the city", according to the head of Benidorm Film Office, Rosa Llorca . In fact, this company "is aware of the possibilities offered by a city as versatile as Benidorm and they always 'place' some location in the city in the work they carry out for top-level brands, as has already happened with Lacoste, H&M, Volkswagen Taigo, Bershka, Suzuki, Audi or Ford Kuga”.

The person in charge of Benidorm Film Office has highlighted that "works like this of Zara Men Fashion leave an inconsiderable economic impact". Thus, “to the rates for space reservations, we must add overnight stays, per diems, rentals and the acquisition of various materials generated by a crew of 15 people; in addition to having for a few hours international models and photographers who discover one of the best urban beaches in the world”.