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Harrods department store in London to promote the Basque Country

2010 October 5

The Basque Government and the Spanish Tourist Office in London today initiated a month-long promotional campaign at the Harrods department store. Its goal is to bring some of the tourism resources of the Basque Country to the attention of the London public. The Basque Government's Director for Tourism, Isabel Muela, attended the presentation of the month dedicated to our autonomous region.

Harrods is the world's most famous luxury department store, located in Knightsbridge, in the heart of London. Each month, more than 8 million people pass by its window displays. These same window displays will be used to showcase the sophisticated glamour of the Basque Country. The Donostia Award presented to Julia Roberts in recognition of her film career at the 58th San Sebastián Film Festival, as well as the Golden Shell won by the British film "Neds" at the same festival will be on display.

The elegance of the region's architecture and its wines will be represented in images and with a display of Rioja Alavesa and Txakolí wines. Thus emphasis is placed on raising awareness of the Basque Country as a European sanctuary of culture, gastronomy and wine.

The Basque Country is joined in this promotion by Andalusia and by Ferrán Adrià, ambassador of the new Turespaña advertising campaign. The famous chef will provide the face of the campaign in the Food Halls of Harrods, where a wide range of products from the two regions will be on sale. In addition, pre-prepared meals (salpicón de marisco, pincho moruno and piperrada, amongst others) will be on sale, giving the store's clientele the chance to experience some of the very best gastronomic products from these destinations.

The promotion of the Basque Country also extends to other areas of Harrods, with a visual branding campaign throughout the store, on the screens, plasma displays, posters, in the second-floor lifts, inside the store magazine, on receipts and in the store guide, amongst other places.

Vitoria-Gasteiz, 5th October 2010

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  • Isabel Muela (Directora de Turismo)