Portal de Murcia
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"Murcia is the only place that every year is reborn in spring, a time that invites the celebration of life and rebirth, and that is what best represents the character of Murcia," said José Ballesta in the presentation of this campaign of stamp 100% Murcia.
The Murcian actress Marta Nieto, star of the Oscar nominated short film 'Mother', embodies the goddess of flowers, gardens and fertility, surrounded by greenery, holding a baby in her arms.
The mayor of Murcia, José Ballesta, together with the Councilor for Economic Promotion, Culture and European Programs, Jesús Pacheco, members of the Municipal Corporation, representatives of the Peñas Huertanas Federation and the Sardinera Association, as well as the creators and protagonists of the initiative, has presented today the campaign of the Spring Festival 2019, which under the motto 'Murcia reborn', commemorates the 120th anniversary of that celebration.
"Murcia is the only place that is reborn every spring.
Renace its garden, its orange and lemon trees in bloom, its parks and gardens, the intoxicating aromas that accompany us at this time of year, which so well represents the personality of Murcia.
The fertile abundance of the spring Murcia invites to the celebration of life and rebirth, "said José Ballesta, who highlighted" the strength, color and life of this image that symbolizes the rebirth of a city, a municipality. "
Therefore, the City Council has taken Flora as the protagonist of the campaign, the goddess of the eternal rebirth of spring in Roman mythology, mother of flowers and gardens, embodied in the figure of the Murcian actress Marta Nieto who, surrounded by vegetation, holds a baby in his arms, as a symbol of life and fertility.
The Murcian interpreter, who participated in the press conference through a video for professional reasons, has been present at the recent ceremony of the Oscars 2019 in Los Angeles, as the protagonist of the short film 'Mother', nominated for an Academy Award of Hollywood and winner of the Goya, and has also achieved recognition for his performances in the feature film 'El camino de los ingleses', by Antonio Banderas, and the national series 'Hermanos y detectives',
Spring is prolonged with the Warm up and the Three Cultures
The Murcian spring is the time that best defines Murcia and where its most important events take place: Holy Week, the Spring Festival -with a new edition of the Spring Gardens-, the Warm up festival, the Pianos on the Street , the Murcia Tres Culturas or the Night of the Museums.
Therefore, the image presented today transcends the festivities and is configured as a communication action that will flood the city, with more than 200 MUPIS, 400 banderoles in the streetlights, giant totems in the street, etc.
120 years of these Festivals of International Tourist Interest
The campaign to mark the celebration of 120 years of the Spring Festival began on March 19 with a Bando in which the mayor Ballesta summoned Murcia to "celebrate spring and life."
Also, within the campaign 'Murcia reborn', the City Council gave, with a large bouquet of flowers, the first baby born during the spring equinox: David, who came to the world in La Arrixaca on March 21 with a weight of 3 kilos 600 grams.
The mayor said that "there are no parties in honor of the Spring more famous than those of Murcia, some festivals that have the distinction of International Tourist Interest, and that this year celebrate 120 years of history.
120 springs "and added that" we must claim with a healthy pride that we are from Murcia, that Murcia is the only place that is reborn every spring ".
A Flora of the 21st century for a 100% Murcia campaign
The concept of campaign is the work of the Murcian creative Jorge Martínez, with a recognized professional career in our country, and author of campaigns such as 'Pastillas contra el dolor ajeno' or 'La guitarra vuela'.
The publicist has led this initiative in collaboration with a team of Murcia integrated by the fashion designer Pedro Lobo, the architect Rosana Galián, or the musical group Neuman;
who have collaborated in this choral project starring a Flora of the 21st century, "which aims to modernize and update the image of our most international festivals, vindicating the talent and creativity of a city that is reborn and launches to communicate its essence to situate to the Murcia brand in the place it deserves: the city where spring lives, the city that inaugurates the season of life, celebrating it and paying tribute to it every year with the participation of all its inhabitants, "says the creator of the campaign.
Source: Ayuntamiento de Murcia
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