Madrid Tourism Campaign in Shanghai

Tristan Cotterill

In the economic heart of Shanghai, Worldcom OOH has successfully carried out a campaign in collaboration with Irismedia to promote tourism in the city of Madrid.

With 28 spectacular screens strategically located in the corridors connecting the Reel shopping mall and Jingan Temple metro station, Worldcom OOH and Irismedia have brought the beauty and attractions of the city of Madrid to Chinese citizens, inviting them to discover the Spanish capital.

“The objective of this campaign has been to gain visibility and promote the city of Madrid as a prominent tourist destination, encouraging the audience to travel to the Spanish capital. With a duration of one week and impressive coverage, the campaign has generated over 14 million impressions, thanks to the display of 15-second spots on the 28 advertising screens, with a daily frequency of 240 spots and an operational schedule of 15 hours,” says Mónica Nicieza, Commercial Director for Europe at Worldcom.

Targeted at frequent international travelers interested in urban tourism, culture, lifestyle, gastronomy, and luxury, the campaign has impacted high-income individuals, residents of Shanghai, and tourists.

“Worldcom OOH is proud to have been part of this campaign in such an impressive city as Shanghai, the most populous in China and one of the most populous in the world, and to have been able to bring our experience and global reach in the field of communication and advertising, once again reaffirming our commitment to promoting tourism on a global scale,” concludes Valentín Bueno, CEO of Worldcom OOH.

Irismedia is an advertising and media agency with extensive experience in both national and international markets, founded in 2006. It ranks among the top three independent agencies by revenue in the Spanish market and is the leader in managing clients and campaigns internationally. The agency offers transparency in its actions and services, specializing in optimizing its clients’ investments.

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