Civitatis launched HYPE in Spain in June 2024, a film campaign by Maart targeting Millennials and Generation Z who treat Instagram, TikTok and YouTube as
ARCHIVECivitatis HYPE Campaign Turns Social Media Aspiration Into Bookable Travel
Civitatis launched HYPE, a film campaign created by Madrid-based agency Maart, in Spain in June 2024, positioning the brand as the bridge between social-media-driven travel aspiration and the lived reality of bookable tours and activities for Millennials and Generation Z.
The campaign's full title — "Y ahora... ¿Qué hacemos con tanto #hype?" (And now... what do we do with so much #hype?) — anchors its premise in a culturally precise tension that younger Spanish travellers recognise immediately. Social platforms including Instagram, TikTok, and YouTube have replaced conventional search engines as the primary spaces where Millennials and Generation Z discover destinations, experiences, and travel brands, according to Civitatis' own research cited in campaign materials on civitatis.com. The HYPE campaign is Civitatis' direct response to that behavioural shift, meeting audiences inside the emotional landscape those platforms create rather than simply advertising around it.
Structurally, the campaign launched as a television-led film in Spain before expanding into a 360-degree rollout across summer 2024, extending its reach to Italy and Latin America, as reported by Clapboard. The core creative proposition is stated with deliberate simplicity: wanting to live the best experiences is easy; making them real is even easier, with Civitatis offering thousands of tours and activities in Spanish worldwide. That promise — framed in the campaign's own words as "Llena tu viaje" (Fill your journey) — translates the brand's utility into an emotional invitation rather than a transactional pitch. Clapboard rates this campaign 63 out of 100, reflecting a strategically coherent concept that benefits from strong cultural timing while leaving room for deeper creative differentiation in execution.
ARCHIVECivitatis identified a structural change in how younger travellers research and select experiences. According to civitatis.com, the brand's research found that 71 percent of users consider Instagram, TikTok, or YouTube to be the new search engines, particularly in the travel and destination activities category. In Spain, where youth travel culture is deeply intertwined with social media content creation and consumption, this insight gave the HYPE campaign an unusually firm strategic foundation.
The strategic logic runs deeper than platform preference. Millennials and Generation Z do not simply discover destinations on social media — they build emotional investment in experiences before they book them, accumulating what the campaign calls "hype." That accumulated aspiration can become paralysing if no clear, trustworthy booking pathway exists. Civitatis positions itself as the resolution to that paralysis, turning scrolled inspiration into confirmed itineraries. The narrative is therefore less about what the platform offers and more about what it resolves for a specific psychological moment in the modern travel journey.
Competitively, Civitatis operates in a global online tours-and-activities booking segment estimated at approximately 6.4 billion US dollars in 2024 and growing at a compound annual rate of 12.1 percent, according to growthmarketreports.com. Viator holds an estimated 20 to 30 percent share of global online booking platform gross merchandise value and is particularly dominant in North America, while GetYourGuide commands an estimated 15 to 25 percent share with leadership across European markets, also according to growthmarketreports.com. Civitatis differentiates from both by conducting all tours and activities in Spanish, which is a structurally distinct positioning that resonates specifically in Spain and across Spanish-speaking Latin America — the same expanded geography the HYPE campaign ultimately reached.
The HYPE campaign speaks the native language of its audience — not just Spanish, but the visual and tonal vernacular of short-form social content — while delivering that sensibility through a television film format. That formal tension is deliberate. By deploying a campaign insight rooted in TikTok and Instagram behaviour within a broadcast film execution, Maart signals to Millennials and Generation Z that Civitatis occupies both the world of their scrolling habits and the world of their actual journeys.
The campaign's creative strategy, as documented on behance.net and confirmed by democrata.es, was developed by Maart, the Spanish creative agency responsible for both concept and production. Production credits for individual directors, cinematographers, or creative directors on the HYPE campaign are not fully detailed in publicly available documentation; however, Maart's authorship of the creative territory is confirmed across multiple trade and portfolio sources. The agency approached the brief by externalising an internal emotional state — the specific anxiety and excitement that accumulates when social feeds generate intense desire for travel experiences that feel simultaneously aspirational and achievable.
The film's tagline, "Llena tu viaje" (Fill your journey), functions as both a product promise and a cultural statement. It acknowledges the gap between the curated travel life shown on social platforms and the often underwhelming reality of booking generic tourist activities, then positions Civitatis as the tool that closes that gap. The campaign's two film assets were published in Spain in June 2024 and subsequently extended to Italian and Latin American markets, suggesting Maart engineered creative with sufficient cultural flexibility to travel across Spanish-speaking and Mediterranean audiences without requiring fundamental re-concepting.
The HYPE campaign generated documented viewership. According to data cited on civitatis.com and confirmed by Clapboard, the primary campaign film recorded approximately 2.29 million views, alongside 43 likes and 4 comments on its hosted platform. These figures represent organic and distributed reach for a Spanish-market launch, though the campaign's full audience exposure across its 360-degree television and digital rollout is not disaggregated in publicly available reporting.
No independently verified third-party performance data — including booking uplift, brand awareness shift, or media spend return — for the HYPE campaign is publicly available beyond the view count documented above. What the available evidence does support is a structurally sound campaign built on a verifiable consumer insight. Civitatis entered 2024 with demonstrated scale: according to Ads Tiktok, the brand produced 2.2 billion social impressions and approximately 10 million bookings in 2023. The HYPE campaign's strategic intent to convert social discovery into confirmed bookings is therefore continuous with an operational model already generating measurable results at that scale.
Civitatis' coverage in El Publicista on 10 June 2024, as reported by Clapboard, confirms the campaign received meaningful trade attention at launch in Spain, suggesting the creative concept resonated with industry observers as well as consumers. The 360-degree structure and geographic expansion to Italy and Latin America further indicate that the campaign performed sufficiently within the Spanish market to justify rollout investment across additional territories. Clapboard rates the HYPE campaign 63 out of 100, recognising its strategic clarity and cultural relevance while noting that deeper creative distinctiveness and measurable outcome transparency would strengthen the work's overall impact.
The Civitatis HYPE campaign addresses the gap between social-media travel inspiration and actual bookable experiences. Launched in Spain in June 2024 and created by Maart, it targets Millennials and Generation Z who use Instagram, TikTok, and YouTube as travel discovery tools, positioning Civitatis as the platform that turns accumulated aspiration into real tours and activities.
Maart, a Spanish creative agency, developed the HYPE campaign for Civitatis. The campaign launched in Spain in June 2024 as a television film before expanding into a full 360-degree summer rollout. Maart's authorship is confirmed across trade coverage, including El Publicista, and portfolio documentation published on behance.net and by democrata.es.
The HYPE campaign targets Millennials and Generation Z in Spain and beyond. Civitatis identified that 71 percent of users in this demographic treat Instagram, TikTok, and YouTube as primary search engines for travel discovery, according to civitatis.com. The campaign speaks directly to that behaviour, positioning Civitatis as the resolution to social-media-generated travel aspiration.
The primary HYPE film recorded approximately 2.29 million views, as documented on civitatis.com and confirmed by Clapboard. No independently verified third-party performance data covering booking uplift or brand awareness shift is publicly available. The campaign also received positive trade coverage in El Publicista at launch and was subsequently extended to Italy and Latin America.
Civitatis differentiates from Viator and GetYourGuide by offering tours and activities conducted entirely in Spanish. Viator holds an estimated 20 to 30 percent share of global online booking platform gross merchandise value, while GetYourGuide commands 15 to 25 percent, according to growthmarketreports.com. Civitatis targets Spanish-speaking travellers specifically, a positioning the HYPE campaign reinforces through language and cultural tone.
The HYPE campaign launched in Spain in June 2024 and subsequently extended to Italy and Latin America as part of a 360-degree summer rollout, as reported by Clapboard. This geographic expansion reflects Civitatis' broader Spanish-language positioning and the creative flexibility Maart built into the original campaign concept to serve both European and Latin American audiences.
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