Paradores: Para todos

“Paradores, para todos. Para todas” (“for everyone”) is the campaign with which Spain’s Paradores hotel chain opened its brand to new travellers in 2026, on the way to its centenary in 2028. It was created by the agency Darwin & Verne and produced by Isola. It plays with the brand name: “Para” + each kind of traveller — Paraventureros, Paraclásicos, Parasibaritas… all the way to “Paratodos”.

I appear in the “Parafamilias” piece (“families of every kind”): a father who, guidebook in hand, walks through an autumn forest with his family while a duck crosses the path with her ducklings.