Madrid Tourism

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Brief

Madrid Tourism and Air Europa approached Metro International to create a campaign to promote the Spanish capital as a vibrant destination as well as to highlight the launch of Air Europa’s new route from New York to Madrid

Solution

Metro’s creative publishing unit wrote a series of beautifully designed advertorial features focusing on different aspects of Madrid: Fashion, Art, Food & Drink, Nightlife. As part of the strategy, to dominate awareness amongst the Big Apple’s commuters, the advertorials appeared on double page spreads throughout one week. Hand promoters, in target areas, wore colour coded branded clothing which co-ordinated with that day’s advertorial. The clothing displayed a message encouraging New Yorkers to enter an online contest to win a trip to Madrid.

Results

A highly visible and vibrant campaign that successfully  increased awareness.
More than 8,000 Metro readers entered the competition and 95% of readers recalled the ad campaign (Source: metro Life Panel).