It’s Happening Now in Madrid: Spanish Capital Targets the UK with New Campaign

Media Agency Group is working alongside Visit Madrid and airline Iberia Express, using a range of premium media formats to promote the city of Madrid to a UK audience.

The advertisements have been showcasing the beauty and tourist offering of Madrid in several key locations across the UK.

visit madrid bus shelter ad and outdoor billboard

Market analysis from MAG found that digital out of home advertising attracts stronger responses than traditional static outdoor, with studies confirming that consumers see it as more innovative, relevant and targeted. It also performs better in terms of visual attention and is highly associated with premium, desirable brands – making it the ideal format to showcase the Spanish capital.

visit madrid iberia express advertisement artwork

The campaign has provided Visit Madrid with a strong presence in a number of key areas, with strategic media planning ensuring that the ads are run in cities that have close links with relevant airports operating regular Iberia flights to Madrid.

Media Agency Group’s Managing Director, John Kehoe, made the following comment:

“The travel and tourism market is incredibly competitive, so it was important for this campaign to target potential flyers in order to generate real results for Visit Madrid. The stand-out digital ads were able to reach a relevant demographic in some high-footfall locations. It’s a campaign we’re all very proud of and it was a pleasure to bring Madrid to the streets of the UK in style.”  

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