Campaña publicitaria para incentivar la visita y uso deportivo del “Parque Guataná” en la ciudad de Cuenca y desestereotipar a los deportistas

Abstract

This capstone project focuses on creating an advertisement campaign to promote Guataná Park in Cuenca, de-stereotyping athletes, and exploring the role of Graphic Design in promoting public spaces dedicated to BMX, skateboarding, and skating. The research analyzes the athletes needs, their values, and their impact on the community, developing a design strategy that seeks to transmit the emotion and energy of these sports. The campaign uses dynamic illustrations to highlight the essence of the place and digital and print media for comprehensive coverage. This research will contribute to graphic design by providing insights into the effective use of visual communication to promote participation in urban spaces dedicated to extreme sports, strengthening connections between the culture of these sports and the community in general.