Juzcar: The Smurf Village
Topic of the practice
best practice of public and private partnership in screen tourism
Good Practice Information
In 2011 Sony Pictures commissioned advertisement agency Bungalow25 with the worldwide launch of the film, ‘The Smurfs’. Bungalow25 selected the village of Juzcar as the backdrop for the campaign, and 4000 litres of paint were used to colour each of the 175 buildings, the church and its gravestones the signature Smurf blue. Although Sony Pictures offered to paint it back to white, residents voted
against it, and the blue paint proved to be so popular that it attracted an estimated 80,000 new tourists. Residents appreciated the huge economic potential and turned Juzcar into the 1st Smurf Village, complete with a new Smurf Hotel, Tea House and Mercapitufo- a Smurf market. This then created cultural programmes such as an open air painting competition, exhibitions and the Blue Moon Festival.
Evidence of success
An average of 2,000 visitors per weekend, 180,000 visitors since 2011 and 12 new jobs created. New business opportunities such as hotel rooms, a street market of 20 stalls selling Smurf related artefacts and souvenirs. Also, about 60 media companies from across the globe brought free media coverage estimated at a value of €6 million in Spain alone, and €19 million around the world.
Contact details to obtain further information on the practice
Ayuntamiento de Júzcar
Annex completed on: 02-20-2014