MADRID TURISMO by IFEMA Madrid recently launched its global creative campaign "Only in Madrid," starting with a program in Bangkok, Thailand, at Uno Mas, Centara Grand on December 7th, 2023. The event welcomed esteemed media guests from Thailand and approximately 25 Thai trade guests who cater to Thailand's outbound long-haul consumer travel market. This gathering celebrated Madrid's emergence as a sought-after travel destination, showcasing its unique blend of art, history, culture, cuisine, fashion, and sports.
Represented in Asia by the global agency Connecting Travel and Select Holding, the campaign's objective is to promote Madrid and the surrounding region to a global audience, establishing it as a must-visit travel destination.
Janel Kok, the head of Marketing and Communications for Asia, expressed, "It is finally Madrid’s time to shine, and the launch of our campaign is designed to showcase the unique juxtaposition of art, history, culture, cuisine, fashion, and sport that you can only find in Madrid. It is truly a city that you can never tire of, a city where you can feel special and slip into like a local."
Guests were treated to an in-depth presentation highlighting Madrid's magnificent attractions and reasons to visit, catering to Thai travellers seeking new European luxury and experiential touring opportunities.
Madrid boasts the world's largest Royal Palace and other beautiful landmarks like Plaza Mayor, El Prado Museum, and Real Madrid's Bernabeu Stadium. Each neighbourhood in Madrid has its own distinct charm, from the alternative vibe of Malasaña to the upscale elegance of Salamanca, where visitors can immerse themselves in shopping, dining, and Flamenco. Just a short drive from the city, lush countryside steeped in history and culture provides a welcome escape.
To the inspiring backdrop of Bangkok's city skyline, as one can readily enjoy at Uno Mas, guests had the opportunity to witness a presentation that illustrated how "Only in Madrid" is attracting widespread global attention, thereby boosting long-haul inbound visitor numbers to Madrid and Spain as a whole.
The event also highlighted that the Greater Madrid Area is home to the UNESCO heritage triangle of Alcalá de Henares, San Lorenzo de El Escorial, and Aranjuez, all located within an hour's drive from the city centre. Additionally, within just 30 minutes from the city, guests can experience the equally stunning rural beauty of Patones, Chinchón, and the vineyards of San Martín de Valdeiglesias.
During the event, an authentic music performance allowed media guests to savour the essence of Madrid's cuisine. Following the "Only in Madrid" presentation, wines flowed freely, including a tasting opportunity for guests to try Tinto De Verano, a traditional and beloved Spanish summer drink, while also enjoying relaxed networking sessions amid the delicious tapas presentations crafted by Uno Mas' chefs.
Home to the world's most luxurious labels and fast fashion brands, from Loewe, Balenciaga, and Manolo Blahnik to Zara and H&M, Madrid's fashion foundations and their rich history position it as one of the world's most influential international fashion capitals. Even those who prefer to steer clear of high fashion can expect to discover locally produced garments and articles along Madrid's atelier routes, known for their extraordinary quality and relative affordability compared to international brands.
While Madrid is synonymous with fashion, gastronomy and cuisine permeate all aspects of its culture and life. "Only in Madrid" can you dine at the world's oldest restaurant, Restaurant Botin, a historic gem dating back to 1725. It offers arguably the city's finest roast suckling pig, cochinillo asado, as well as melt-in-your-mouth roast lamb, cordero asado. Madrid's classic dish of caracoles, or Spanish escargot (snails), is also a culinary delight not to be missed.
In the first year of the campaign launch, promotional activities have been executed in 16 countries, including Thailand, Singapore, Indonesia, Malaysia, China, Korea, and Japan. The project encompasses major B2B and B2C digital marketing campaigns, campaign sites in 11 languages, the creation of branded content featured in prominent general and economic media outlets, co-marketing initiatives with paid media and travel trade operators (TTOOs), collaborations with key opinion leaders (KOLs) and influencer marketing campaigns, presentations at long-haul inbound markets, and the production of content for the #onlyinmadrid campaign. All these endeavours aim to reinforce Madrid's standing as a premier tourism destination for Asian travellers.
For more information on Madrid and things to see, do and experience please visit: https://www.turismomadrid.es/en/
https://www.esmadrid.com/en
For more information on MADRID TURISMO by IFEMA Madrid, please visit: https://www.ifema.es/nosotros/madrid-turismo-by-ifema-madrid