On May 28, Naipes Heraclio Fournier reinforced its role as a cultural and heritage benchmark by presenting a commemorative Spanish deck of cards that pays tribute to women, as part of its 155th anniversary celebrations. The event, the result of careful organization of cultural events, took place at the School of Arts and Crafts in Vitoria-Gasteiz, an institution that is also celebrating its 250th anniversary, thus consolidating a historic collaboration that gave rise, in 1877, to the Spanish deck as we know it today.

This new exclusive and limited edition seeks to highlight the fundamental role of women—many of them anonymous—in the cultural development of the city, and has received significant media attention thanks to a carefully planned communication strategy focused on solid brand storytelling.

A high-impact event: national recognition and reach

The presentation of the deck not only paid tribute to historical female figures, but also generated significant media coverage, featuring prominently in both specialist and general media outlets. Attended by cultural authorities such as Ana del Val, Regional Minister of Culture for the Basque Country, and key representatives from Fournier and the School of Arts and Crafts, the event managed to connect emotionally with the audience, vindicating the role of women in collective memory.

The event also served as the starting point for a commemorative day that took place on May 31 and included activities open to the public, such as workshops, mus championships, exhibitions, and performances. This initiative, based on well-defined cultural strategies, thus strengthens the link between the brand and the local community. This cultural projection, combined with a powerful narrative, has been key to Fournier's positioning in the national media landscape.

A unique edition: historical memory and purposeful design

The commemorative deck is a graphic and narrative work that rescues the memory of important women—teachers, students, naiperas, and patrons—who played an active role in the development of Vitoria-Gasteiz. Each card tells a story, some based on specific historical figures and others represented symbolically, reflecting many others forgotten by official history.

The design was created by Nuria Pérez Cárcamo, a teacher at the School of Arts and Crafts, and Blanca, a member of the Fournier design team. Both brought an artistic vision that blends tradition and innovation, giving the product a strong sense of identity and cultural value. The result is a unique, limited-edition piece that positions Fournier as a brand committed to memory, equality, and purposeful design.

Brand positioning: strategy and vision for the future

Diego Ruiz de Gauna, Marketing Director at Fournier, emphasized that this project “reaffirms the link between Vitoria-Gasteiz and Fournier, a relationship based on a shared history of innovation, industrial growth, and cultural commitment.” He also highlighted the tribute to the “naiperas,” women who worked in the factory for decades with great precision and dedication, becoming silent pillars of the brand's progress.

For her part, Nuria Pérez Cárcamo noted that “all the artistic decisions in the deck have a reason behind them. This work has allowed me to delve deeper into the shared history of Fournier and the School of Arts and Crafts.”

This type of initiative demonstrates Fournier's commitment to an authentic communication strategy that combines local roots, innovation, and cultural projection, consolidating its leadership in the playing card sector not only as a manufacturer but also as an active agent in historical memory.

Key aspects of V3rtice's press management

The event was organized with the support of cultural marketing and media planning agency V3rtice, which was responsible for conceptualizing, coordinating, and executing comprehensive press management. From the media invitation to the event itself, V3rtice ensured prominent coverage in regional and national media outlets such as La Sexta, COPE, Cadena Ser, Onda Cero, El Plural, EFE, El Correo, and EITB, among others, amplifying the reach of the launch.

Its ability to connect brands with specific audiences, as well as its experience in events with cultural impact, were decisive in reinforcing Fournier's visibility. The team's professionalism, combined with an effective storytelling strategy, gave the event an emotional dimension that transcended the event itself.

V3rtice thus positions itself as a strategic partner for brands seeking to differentiate themselves and connect with their audiences through meaningful messages. Cases such as Fournier's show how proper media planning can multiply visibility and consolidate brand positioning in highly competitive contexts.

If you want your brand to make a real impact and build meaningful connections with its audience, we are ready to accompany you in developing a communication strategy that makes a difference. Together, we can take your story further.