{"id":12011,"date":"2025-08-05T09:28:25","date_gmt":"2025-08-05T07:28:25","guid":{"rendered":"https:\/\/rosaparks.es\/blog\/changing-the-focus-to-change-the-summer-from-the-village-to-the-sea\/"},"modified":"2026-10-15T09:12:50","modified_gmt":"2026-10-15T07:12:50","slug":"changing-the-focus-to-change-the-summer-from-the-village-to-the-sea","status":"publish","type":"post","link":"https:\/\/rosaparks.es\/en\/blog\/changing-the-focus-to-change-the-summer-from-the-village-to-the-sea\/","title":{"rendered":"Changing the focus to change the summer: \u201cFrom the village to the sea\u201d"},"content":{"rendered":"\n

\u201cFrom the village to the sea\u201d is the new campaign developed by ROSAPARKS for Click&Boat<\/strong>, with a clear objective: to democratize access to the sea<\/strong> and break away from the elitist narrative that has turned boating holidays into a privilege reserved for a few. With the help of the great Laya Mari Carmen\u2014yes, the best grandmother on the internet\u2014we launched a campaign that claims that you, your family, your neighbor, and your grandmother can also enjoy the sea. Because the sea has no owner. And advertising, when committed to inclusion, can tell a different story.<\/p>\n\n

Who said the sea was not for everyone?<\/strong><\/p>\n\n

For decades, summering on a boat has been synonymous with luxury. An imaginary filled with tanned skin, normative bodies, white polo shirts, and glasses of champagne at sunset. Advertising campaigns, acting as both a mirror and a driver, have contributed to consolidating that aspirational vision, where the sea seems to belong to only a few people. And as usually happens, the aspirational ends up generating exclusion<\/strong>.<\/p>\n\n

But that narrative does not represent the majority.<\/p>\n\n

It does not represent the families who swim in the local cove as they always have.It does not represent those who save all year for a week of disconnection.It does not represent diverse bodies, nor accents that do not sound like those on TV, nor stories that do not fit the clich\u00e9.<\/p>\n\n

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A campaign to put the sea within everyone’s reach<\/strong><\/p>\n\n

When Click&Boat shared their purpose with us\u2014to make sailing an accessible experience for everyone<\/strong>\u2014we were clear: we had to break with traditional codes and tell the story of a different kind of holiday.A more real summer. More inclusive. More for the people.<\/p>\n\n

Thus was born \u201cFrom the village to the sea\u201d<\/strong>, a campaign that challenges the elitist narrative of nautical tourism and asserts that people from villages also live, travel, and enjoy the summer. A campaign that does not pretend to be modern or aspire to external standards: it wants to speak from our own perspective, with pride and authenticity<\/strong>.<\/p>\n\n

And it does so alongside someone who embodies that perfectly: @layayamaricarmen<\/strong>, who has turned the everyday into a narrative, local customs into content, and the real into tenderness, truth, and laughter. There is no better ambassador to say, with grace and without filters: \u201cWe are going to the sea, because we feel like it.\u201d<\/em><\/p>\n\n