One of the main axes of the strategic plan for 2024/2027 of Madrid It is sustainability. Hence, the City Council is looking to publicize new tourist areas and thus bet on decentralization, Balance tourism and foster the local economy of the city. Under this requirement, the creative team of the Roman agency – which has been leading the creativity of Madrid Destination for a year – has created the campaign “You are missing streets.”
In colloquial speech, say that someone “lacks street” is equivalent to pointing out that he still has experiences to live. From this insight, the agency has moved that figurative challenge to Madrid’s own geography by stating that, if only one visits the center of the capital, it will lack streets to go and areas to discover. This is how from the agency they explain in a statement that Claim emerged, “Able to condense the invitation to discover less busy neighborhoods and, at the same time, the promise of a more authentic experience of the city”.
The agency has developed the graphic part of the campaign, as well as the visual identity of each neighborhood for use in social networks, web, urban furniture, branded content and events. The communication development of the campaign will go in phases, discovering up to 22 tourist areas Throughout several months, such as El Palacio de El Capricho or the Lake of the Casa de Campo.
“With this campaign, we have sought to turn a daily saying into an engine of territorial discovery, a message that invites national tourism to look Madrid with new eyes, street to street and neighborhood to neighborhood”explains Pepe Valero, creative director. For its part Carolina Pötsch, director of the account, says it has been “An exciting challenge to shape a campaign that reflects the spirit of Madrid and that responds to objectives so committed to a more sustainable tourism model for the city.”
Abigail Sigüenza, director of strategic marketing of Madrid Destination, has indicated that the Roman agency is responding “Excellently” to the creative and strategic challenges posed by the tourism promotion of Madrid. “You lack streets” perfectly reflects our goal of decentralizing tourism and showing an authentic, diverse and full of nuances. “
This campaign adds to those that Roman has already developed for Madrid Destination, with the aim of promoting Madrid in other countries such as China or South Korea.
