“Sebastián Raña was born in Punta del Este and there are things he does not negotiate. Defending the lifestyle of his place and honoring the beauty of its landscape are some of the things that cannot be renounced for him. That is why his project is connected to nature and to the sea with an unbeatable view. No matter how the season comes, Virazón is always full. It is because this pioneer establishment of the restaurants of the port has been part of the eastern scene for more than 19 years and has become a synonym of pleasure in Punta from the east”.
Thus begins point number 22 of the Itaú Summer Audioguide – which is uploaded on Spotify –, in which the minute details of one of the most emblematic gastronomic sites of the port of Punta del Este are recounted. In the same way, it enters other establishments attached to Itaú cards – restaurants, bookstores and ice cream parlors – through a route that goes from Punta Ballena and Solanas, to José Ignacio and Garzón, passing through Punta del Este, La Barra and springs.
Summer is lived with Itaú.
In total, the platform has 72 audios available in which the stories, origins and curiosities of the undertakings are discussed, while visiting some spas in the east with information of interest. In addition, the audios can be accessed on Spotify through the PDF version of the Audioguide on the website itau.uy/audioguia and in the stores themselves, through a QR to scan.
In order to prepare the Audioguide, reviews were made of the bank’s dozens of business partners in the east of the country, which were recorded and uploaded to the Spotify multimedia content platform. The goal is for users to be able to listen to the stories as they walk around, just like a tourist would.
To prepare the Summer Audioguide, the formats of the museum guides were followed, in what is sought to obtain additional information about the works of art. In the case of Itaú, the aim is to provide more information to the consumer about the restaurants, bookstores and ice cream parlors that offer benefits with the bank, but in a playful way.
“They are short audios that have an interesting and different look, a complement to the benefits proposal that we have throughout the summer. Sharing the stories behind the stores is also accompanying the entrepreneur, honoring the history of the project and generating a patrimonial contribution,” said Lucía Cabanas, Itaú’s Marketing, Corporate Communication and Sustainability Manager. She added that the audios are timeless and will continue after the summer season is over.
The journalistic process
The journalistic process of putting together the Itaú Summer Audioguide had a series of stages. In the first place, a classification of the types of commerce was carried out to then prepare questionnaires in which the proposal, spirit and essence of each undertaking could be reflected. One of the things that surprised once the information collection began turned out to be the roots that each place has with its surroundings; how their initiatives are much more the result of dreams and searches than of needs or visualizing business opportunities.
The tour follows the businesses that have been attached to Itaú cards.
At work, contact with business partners was very good and friendly, also taking into account that they were in a special moment of a lot of work, after more than a year of the covid-19 pandemic, which affected all areas. .
Each audio has its characteristic: sometimes with a more visual tint, others with a tint more to taste or even multisensory. There are stories that stand out for the anecdotes of the foundation, others for the age of the places, or because they became an icon of the spa. It was decided to work on the essence of the enterprises and not so much their menu, or their discounts, or their schedules or live shows. In short, through the Audioguide anyone can get infected with what is breathed in the place.
