Category: Best Use of Integrated Media
Advertiser: SPAIN TOURISM BOARD (TURESPAÑA)
Product/Service: TOURIST DESTINATION
Media Agency: MPG, Madrid, SPAIN
General Manager: Rafael Urbano (MPG)
Brand General Manager: Beatriz D’Antin (MPG)
Client Services Director: Amelia González (MPG)
Senior Brand Executive: Maddy Park (MPG)
Operations Manager: Gonzalo Ramirez (MPG)
Planning Manager: Carlos Morales (MPG)
Senior Media Planner: Patricia Serrano (MPG)
General Manager: Carlos Gracia (HS&E)
Business Development Director: Domingo Olivo (HS&E)
Account Director: Nuno Alvesgeneral Manager (HS&E)
Media placement: TV Campaign – 4 Spots - TV - 01/03/2011
Media placement: Press - 87 Executions - Press - 01/03/2011
Media placement: OOH – 17 Executions - OOH - 01/03/2011
Media placement: Sports Mkt - Sports - 01/03/2011
Media placement: Online - Online - 28/03/2011
Media placement: Events - Tourespaña Events - 05/06/2011
Media placement: Branded Content - MTV - 01/01/2012
Insights, Strategy & the Idea
In the 90’s, Spain was a cheap sun and beach vacation destination. In 2009, the number of tourists dropped 8% due to cheaper Mediterranean options.
Now, in the middle of an unprecedented economic crisis, we desperately needed to recover momentum both in number of tourists (+5%) as well as in expenditure.
We addressed tourists from UK, France, Germany, China, Russia, India and those who previously visited but were unaware of Spain’s other offerings.
From experience, we know that Spain is a country that needs to be explored over and over again because there is always a very good reason to come back. It provokes intense, passionate feelings, almost of addiction.
We invited new people to become addicted to Spain through repeat visitors who were eager to share all the good reasons they love visiting Spain (art, cities, sports, culture, food, wine, etc). We call these ambassadors “Spain Addicts.”
Creative Execution
We used “Spain Addicts” to convince our target to come to Spain (instead of alternative destinations) to discover its wide attractiveness by giving them a voice in all the channels where Tourespana communicates:
- A dedicated online platform linked to a Facebook application let addicts upload videos and comments about their trips to Spain and immediately share with friends.
- Sponsoring a Bollywood successful production (Zindagi Na Milegi Dobara).
- Events in London’s Regent St. where the National Football Team’s World Cup was exhibited.
- Agreements with famous brand ambassadors like Ronaldo, Ozil, Benzema and première sport properties (Spanish teams: Real Madrid, Liverpool FC, World Motorcycling Championship) and Ferran Adriá.
- MotoGP experiential campaign in the Japanese Grand Prix; all-star event in Los Angeles featuring Real Madrid’s players; famed chef José Andres and Spanish actors or Ferran Adriá’s cooking clinics in China and US.
- TV spot, OOH and print in 38 countries.
Results and Effectiveness
- The number of tourists grew by 7.6% in 2011 (4 million tourists), almost doubling the worldwide estimated average for 2011 of 4% (according to the World Tourism Organization (UNWTO)
- The total average visitor expenditure grew by 7,9%
- Reached an overall number of more than 800,000 brand ambassadors (doubling the number of fans of the second country with the highest number of “followers”).