The Digital Impact Award
2024
Nominee
Finalist
Shortlist
Winner
Grail: The Secret of the Eight Keys
Catalan Tourist Board
Agència Catalana de Turisme (Catalan Tourist Board - CTB) is the body in charge of turning this project into reality, and has decided upon the podcast format to carry it out, a new modality that allows stories to be told in a new and unusual way.
The project "Greal: el secreto de las ocho llaves [Grail: The Secret of the Eight Keys]" is an innovative podcast campaign created to promote cultural tourism in Catalonia through a captivating narrative. Catalonia has taken a major step forward in the search for a type of tourist that is cultural, curious, travelling-oriented, respectful of the environment and interested in historical sites. A tourist who is not only reached through conventional communication campaigns, but also through fascinating stories and legends.
The idea arose from the desire to use historical fiction as a means of communication, offering a different and entertaining way of telling stories. The podcast follows the legend of the Holy Grail, a myth known around the world, but with a Catalan adaptation. The protagonists, Pol and Laia, travel through emblematic places in Catalonia in an adventure packed with mystery to discover the secrets of the Holy Grail.
The podcast format makes it possible to get these stories across in a different, innovative way, adding values such as inclusion and sustainability, stirring up an interest in our historical heritage and generating the desire to come and learn about the region.
GRAIL has a three-pronged objective:
- To show off Catalonia in a new format
- To attract cultural, diverse and responsible tourism
- To entertain its audience with a good historical fiction podcast that will hook you from the first episode to the last.
Judges Comments
Grail: The Secret of the Eight Keys wins hands down on originality, with a contemporary storytelling take which focuses on narrative, engagement and discovery.
The judges noted a number of stand-out features, notably the series is not at all promotional and creates real interest value for listeners, which has led to engagement and a loyal listenership as the series has evolved. The use of known actors makes it particularly compelling and serves as a hook to build curiosity and attract people to listen and subscribe.
The use of an AI generated accompanying video version was particularly innovative and works really well. It certainly offers another element of interest, whilst also being mindful of accessibility needs of different audiences. This interesting additional dimension highlights future potential to develop differing narratives as extensions through rich media such as gamified and immersive content experiences.
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