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Only in Madrid Campaign
MADRID TURISMO by IFEMA MADRID´s Only in Madrid campaign comes to life through a series of promotional activities in 16 markets in the Americas, Asia and the Middle East. Focusing on high-impact tourists, these major activities mostly focus on digital marketing actions, branded content, air connectivity, influencer marketing and co-marketing. In this context, the campaign highlights experiences that can only be lived in Madrid. Through its messages and creative video and static pieces, Only in Madrid emphasizes the “madrileño” lifestyle, which makes Madrid the most vibrant destination in Europe. It also focuses on the competitive advantage and unique value proposition of having an urban and non-urban offer so close to each other. With all this, the campaign launched by MADRID TURISMO by IFEMA MADRID closed 2023 impacting an audience of more than 246 million people, with results that reach an equivalent advertising value of 35 million euros.
For more details about the Only in Madrid campaign, please click here.
MADRID TURISMO by IFEMA MADRID
A public-private project aiming to strengthen Madrid´s positioning.
MADRID TURISMO by IFEMA MADRID is a public-private project created by the Regional Government of Madrid, the Madrid City Council and IFEMA MADRID to improve the Region´s positioning within the long-haul inbound markets in collaboration with the private sector. Its main goal is to promote Madrid internationally through an efficient collaboration between the public and private sectors. This enables effective coordination, strategic alliances, the optimal use of public resources and a comprehensive, sustainable management of Madrid.
Implemented by IFEMA MADRID
The terms of the collaboration were established on 20 October 2022, with the signance of the Collaboration Agreement that appointed IFEMA MADRID as the facilitator of the project. This Agreement sets out the terms of the collaboration amongst the Regional Government of Madrid, the Madrid City Council and IFEMA MADRID as well as each party´s funding percentage summing up a total of 12.800.000 euros per year. Therefore, every year, the Regional Government of Madrid provides 10.000.000 euros from the Culture, Tourism and Sport Council; Madrid City Council 2.000.000 euros, through Madrid Destino; and IFEMA MADRID, 800.000 euros.
Goals
Positioning
Positioning
Improving the Region and the city of Madrid´s positioning within the long-haul inbound markets. As well as strengthening its brand internationally through a joint schedule of promotion and commercialization activities aiming to strengthen Madrid´s economy.
Commercialization
Commercialization
Increasing the reach of promotional and commercialization activities while meeting efficiency, quality and sustainability criteria.
Promotion
Promotion
Aligned planning and development of promotional activities through an efficient public-private collaboration.
Experts in Tourism Panel
The members of the Panel are the main tourism associations of the Region: Association for Hotels in Madrid (AEHM), Madrid Confederation of Employers and Industries (CEIM), Travel Agents Federation of Madrid (FETAVE), ‘Hostelería Madrid’ and the Professional Congress Organization of Madrid (OPC Madrid). These associations have chosen the private companies that will represent them, these being: Acotex, El Corral de la Morería, El Corte Inglés, Four Seasons, Iberia, Marriot Auditorium, Meliá, NH Hotels and The Madrid Edition, who are also joined by the representatives of the Regional Government of Madrid, the Madrid City Council and IFEMA MADRID.
MADRID TURISMO by IFEMA MADRID Ambassadors
As part of its influences and key opinion leaders strategy, MADRID TURISMO by IFEMA MADRID has appointed its first international ambassadors: the renowned actresses Cho Yeo-Jeong and Kim Joo-Ryung; the influencer couple, also singers and entrepreneurs, Raffi Ahmad and Nagita Slavina; the influencer Ayana Moon and the actors and singers Jeon Changa and Yang Dong Geun; and the fashion designer Danha. These renowned celebrities in South Korea, Indonesia and Malaysia received a Spanish cape as a symbol of their commitment to sharing and promoting their passion for the “madrileño” lifestyle and Madrid´s unique offer. Additionally, the “madrileña” Lara Benito also received a cape that symbolized great acknowledgement for her success in the Korean entertainment industry, as well as her outstanding efforts as an example of Madrid abroad.
#OnlyInMadrid Experiencies
