16 of June of 2022
The initiative, with a line-up of renowned artists chosen especially to represent Culmia's target market, is based on the recording of a series of live acoustic concerts with Culmia’s most emblematic residential properties and their outstanding features as a backdrop. The aim is to create a musical experience that, in the space of 20 to 30 minutes, can generate tailored experiences to form the basis of a communication and brand activation plan. It makes for a different way of publicising the properties Culmia makes available to customers.
The initiative was presented to the media this morning at Sala La Peligrosa in Madrid, with DJ and TV and radio broadcaster Tony Aguilar. Together with Cristina Ontoso, Commercial and Marketing Director, they transmitted the objective and details of CulmiaFest to attendees. The presentation event also featured a live performance from Manu Tenorio, one of the ambassadors as part the initiative.
The artists chosen by Culmia for this series of concerts are Manu Tenorio, Carlos Baute, Antonio Carmona, Mikel Erentxun y Chenoa, who will be ambassadors for the different developments in different areas of the country. Carlos Baute has recorded his concert at Culmia Bell Sarrià, representing the Culmia developments in the Barcelona neighbourhood of Sarrià; Antonio Carmona performed at Culmia Falco Poniente, located in Córdoba, to promote Culmia’s developments in Andalusia; Mikel Erentxun at Harribitxi Donostia; Manu Tenorio at the Cugat del Vallès developments in Barcelona, where the developer has an extensive presence; and finally, Chenoa performed at Culmia head office in Madrid to close the series of concerts.
Cristina Ontoso, Commercial and Marketing Director at Culmia, said, “the initiative is aligned with our strategy to promote Culmia properties and our activity in an innovative way, putting our customers at the centre of our marketing actions. On this occasion, with music as the guiding thread, we have developed an initiative that will attract the attention of our target market with a dynamic and attractive campaign that allows us to present Culmia properties across the country, while differentiating ourselves within the sector.
The CulmiaFest concerts were recorded, along with a “making of” highlights package and other related content and will be accompanied by an ambitious distribution plan to bring the content to the general public over the coming months. The aim is to guarantee an innovative content strategy never before seen from a company in the property sector.
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