Madrid

BRIEF

Despite its culture, cuisine and accessibility, Madrid struggled with awareness and consideration among North American travellers. Madrid Turismo by IFEMA MADRID set out to reposition Spain’s capital as a must-visit destination and drive measurable visitation from the U.S. and Canada.

Service

Campaigns

SOLUTION

We launched ‘Only in Madrid,’ unifying messaging across 16 markets with a cinematic hero film supported by print, digital, social, OOH and email.

Targeted media focused on flight-access markets and high-intent travellers, layering connected TV, custom content, audio and display.

Real-time analytics and footfall attribution allowed in-flight optimisation to maximise conversions.

In five months, the campaign delivered over 180,000 arrivals.

The results

48M+

Media impressions in five months

180,000+

Visits directly attributed to the campaign

11.74 visits per 1K impressions

Over 3x industry benchmark

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