Only in Madrid

Client: Madrid Tourismo by IFEMA MADRID.
Client Type: Tourism Authority
Service: Representation Service
Date: 2023-On going

The Situation:
The project involved conducting perception and benchmarking studies for Korea and Southeast Asia, alongside developing co-partnership programs with various trade partners in China, Singapore, and South Korea. Improve Madrid city and region’s positioning within the long-haul inbound markets by raising awareness; as well as to strengthen its brand internationally through promotion and commercialisation activities aimed to strengthen Madrid’s economy. This is the first of such communications by Madrid. The campaign was launched in Q3 of 2023 across 16 markets from US, South America, Canada, Middle East and Asia.

The Results & Highlights:

1. Built 7 localized microsites (including an additional site for the Middle East), Host the Media launch across all 7 Asia markets. Reached Over 100 million impressions across various platforms.
2. 10 press releases in the local language for every market, 31 Paid pieces (editorials) and 40+ Earned pieces (editorials). Total PR value of over €55 million.
3. Over 97 million page views in co-marketing partnerships.
4. Media Coverage & Award: 2023 Comprehensive Travel Destination Award at Voyage 2023 Annual Awards by Voyage Traveler | Supported in using 45000 recycled PET bottles hence reducing 1.28Y carbon emissions in the development of the campaign’s giveaways.
5. For social media platform: Set up and continual content management of Little Red Book (XHS) achieving 1500+ followers and 2500+ likes within a 6 months launch.