MADRID copy2.pdf

MADRID DESTINOCULTURA, TURISMO Y NEGOCIO

CONTENTS0511193177OVERVIEWRESEARCHCREATEDEPLOYMEASURE

OVERVIEW

WE INSPIRE PEOPLETO GO PLACES.MMGY GLOBAL PHILOSOPHYMMGY GLOBAL LOCATIONSKANSAS CITYNEW YORKORLANDOMADRIDKansas City is where we are headquartered. With employees focusedon areas from creative to strategy to media and account service, wespend every day with one goal: to inspire people to go places.New York is the perch for our public relations division. There, weprovide expert strategic counsel for leading travel and lifestylebrands and destinations.Orlando is home to our research group along with top staff acrossall integrated channels. It is the hub for clients based in Florida, theCaribbean and throughout Latin America, with service groups fluentin Spanish.MMGY’s first European office, focused on presenting the agency’sservices to international clients with potential interest in attractingU.S. travelers.

TRAVEL CONSULMMGY has a global presence and is able to respond to client needsworldwide. Consul is an international travel marketing allianceestablished by MMGY Global consisting of advertising, media, publicrelations and marketing firms spread across five different continents – allspecializing in travel. For you, the result is one communications plan fromone point-of-contact able to reach beyond borders and across oceans.It’s a big opportunity in an increasingly small world. Madrid wants to focuson marketing around the world– Consul provides a way for MMGY toexpand our efforts and campaigns throughout the world in any languageand country.For more information on Consul, please visit: travelconsul.com.CANADAUNITED STATESMEXICOBRAZILUNITED KINGDOMUNITED KINGDOMEUROPECHINAPACIFIC RIMRADONICRODGERS STREGY +MMGY GLOBALFITCH AND ASSOCIATESFSB COMUNICACOESACCORD GROUPHILLS BALFOUR LTDINTERFACE TOURISMDRAGON TRAILPACRIM MARKETING GROUP. INCOVERVIEW 07

MARKETING SERVICESINSIGHTS & RESEARCH | Our unique insights are the foundation of everything we do. MMGY usesproprietary industry and brand research to identify the habits and preferences of travelers, ensuringyour marketing strategies connect with consumers.PROMOTIONS | We work with our clients to establish strategic partnerships with like-minded mediaand brands to heighten awareness, stimulate visitation, generate revenue, defray costs and furthertheir marketing budgets. Our clients are featured in highly sought after consumer contests and prizegiveaways, online and offline.PUBLIC RELATIONS | Our public relations division provides expert strategic counsel for leadingtravel and lifestyle brands and destinations around the world. Our key areas of expertise includestrategic communications planning and implementation, media relations, media training, crisiscommunication and consumer and media event management.BRAND DEVELOPMENT | There are two sides to every brand. Whether rebranding or interpretingan existing brand, MMGY uses a proprietary framework called Hemispheres which leads to a moreimaginative and compelling brand strategy.CONTENT STRATEGY | MMGY develops custom content marketing solutions to deliver integrated,multi-channel strategic storytelling for clients. Our content strategy process includes contentaudits, tactical planning, editorial calendaring, distribution recommendations and creative contentdevelopment, including but not limited to copywriting, photography and videography.PAID MEDIA | We create relationships between our clients and their core audience by developing360ଂ media campaign coverage across digital, travel trade, search, social media and paid mobileplacement. We also integrate this plan to all channel marketing strategies.INTERACTIVE DEVELOPMENT | We combine creative thinking, insightful strategy and cutting-edgetechnology to deliver online experiences that build businesses and brands. And all of our websolutions are designed and built completely in-house, including the ability to internal and externalsystems integration.MOBILE | Mobility continues to be one of the most powerful influences in the changing travellandscape, and more consumers than ever are accessing via multiple and non-desktop devices.In turn, the rules have changed when it comes to mobile and web development strategy within thetravel space.ANALYTICS/MEASUREMENT | Our proprietary outcome-measurement tools provide views into thecollective impact of travel-marketing efforts. This guides cross-channel data collection, reportdefinition, visualization and attribution modeling. Our focus on the travel industry utilizes keyperformance-indicator dashboards, ROI calculators, aggregated trend analysis, and conversion andengagement trackers.CRM | We integrate and analyze all available marketing data to derive key findings and developcustomer segments and profiles that allow us to develop data-driven contact strategies.

MARKETS SERVEDMMGY Global has had the priveledge of working with some of the mostdynamic and interesting travel destinations and companies around theworld. We will continue to leverage new channels and bring progressiveideas to the marketing mix. It’s this experience, along with our integratedresources, that distinguishes MMGY.Below you will find the travel and tourism segments of our company thatwe consider to be our strengths.45%20%15%10%5%5%DMOS + CVBSHOTELS RESORTS + LODGINGMEETING + CONVENTION CENTERSTRANSPORTATIONATTRACTIONSTRAVEL PARTNERSMMGY GLOBAL PORTRAIT OF AMERICAN TRAVELERS®This annual survey of the emerging travel habits, preferences, and intentionsof Americans is widely regarded as a leading barometer of travel trends andan essential tool for both the development and evolution of brand/marketingstrategy. Now in its 25th year, the database may be used to developcomprehensive profiles of practically any market segment defined by the100+ variables measured in the survey. We would use the related insights toguide evolution of your brand strategy.MMGY GLOBAL TRAVELHORIZONSTravelhorizons is the only predictive survey of demand for domestictravel services (including lodging). Conducted every 90 days from anationally-representative sample of 2,300 adults, it also includes theclosely-watched Traveler Sentiment Index, the travel-industry correlate ofthe Index of Consumer Confidence, the results of which may be used toguide the development of future marketing strategy.OVERVIEW 09

RESEARCH

WE KNOW WHATYOU’RE THINKING.MMGY GLOBAL RESEARCH PHILOSOPHYWHILE MADRID HAS A DESIRABLELOCATION IN THE HEART OF SPAIN,A CELEBRATED GASTRONOMYAND A WORLD-FAMOUS NIGHTLIFE,THE CITY DOESN’T HAVE A BRANDIDENTITY THAT UNIFIES ALL OF THEIRSTRENGTHS AS A DESTINATION INTOA UNIQUE VALUE PROPOSITION FORAMERICAN TRAVELERS.OBJECTIVESEstablish a distinctive brand identity for Madrid. Create an advertisingcampaign familiarizing the target audience with the city’s personality toshift the perception of a trip to Madrid from just another vacation to a lifeenrichingexperience, which will increase international tourism to the city.

TARGET AUDIENCEMale and female, 30-55. These individuals have an annual householdincome of $75,000 to $124,999, are married, and are employed full-time.They are college-educated and have traveled abroad at least once. Theyhave children but aren’t necessarily bringing them on their vacation.GENERATIONMILLENNIALSXERSBOOMERSBIRTH YEARS AGE IN 20141979-1994 18-351965-1978 36-491946-1964 50-68MATURES 1945 AND BEFORE 69+WHY TARGET AMERICANSLast year American travelers took an average of 4.2 trips, spending$3,998. This year Americans intend to take the same amount of tripsbut spend $4670, nearly a 17% increase from the previous year. Withthe increase in budget, Americans are likely to take more luxuriousor international trips. The increased value in the U.S. dollar will allowAmericans to travel to Madrid for less money.2014: $100 USD = 73 EUR2015: $100 USD = 90 EURAVERAGE VACATION SPEND PER HOUSEHOLDTOTAL MILLENNIALS XERS BOOMERS MATURESDURING THE PAST 12 MONTHSDURING THE NEXT 12 MONTHSDIFFERENCE$4,429 $4,499 $4,341 $4,070 $6,168$4,946 $5,386 $5,007 $4,285 $6,305$517 $887 $666 $215 $137TARGETRESEARCH 13

TARGETED MARKETSThe United States has the third most flights going into Madrid ofany nation. More than Italy, Portugal, UK, Colombia, Russia, China,Switzerland. Due to the long flight, American travelers stay longer thanEuropean visitors.METROPOPULATIONDIRECTFLIGHTSNEW YORK CITYMIAMI23.6 MILLION 21.3/DAY5.93 MILLION 17.3/DAYCHICAGOHOUSTON9.73 MILLION6.37 MILLION6.9/DAY0/DAYSAN FRANCISCO 7.56 MILLION 0/DAYART TYPESFORBES AMERICAN’S MOSTCREATIVE CITIES 20141 | SAN FRANCISCO5 | NEW YORK CITY15 | CHICAGO19 | MIAMILGBTBUSINESS INSIDER’S MOSTLGBT- FRIENDLY CITIES2 | NEW YORK CITY3 | SAN FRANCISCO5 | CHICAGOSOCCER FANSCITIES WITH PROFESSIONALSOCCER TEAMSCHICAGO FIREHOUSTON DYNAMOSAN JOSE EARTHQUAKESNEW YORK RED BULLS & FCMIAMI | PENDING STADIUMAGREEMENT

OPPORTUNITY GAPEurope is the number one most popular international destination forAmericans. In 2013, 54% of American travelers said they would beinterested in visiting Europe in the next year. However, in 2014, only15% of travelers actually visited. This leaves a 39% opportunity gap toincrease travelers to European destinations.54%15%39%PERCENT OF TRAVELERS WHO SAID THEY WEREINTERESTED IN VISITING EUROPE TWO YEARS AGO.PRECENTAGE OF TRAVELERS WHO VISITEDEUROPE IN THE LAST TWO YEARS.OPPOURTUNITY GAP TO INCREASE TRAVELERSTO EUROPE.STRENGTHSMadrid has several strengths that make it a desirable Europeandestination for American travelers. Its central location in Spain makesother Spanish cities such as Seville and Toledo readily accessible.Furthermore, Spain’s native language makes Madrid accessible for ahuge number of people from a communication standpoint. Additionally,Madrid’s gastronomy, nightlife, art collections, and soccer franchise areall world-renowned.WEAKNESSESThe destination’s weaknesses include a low geographic proximity to therest of Europe, a lack of beach access, and minimal awareness in theAmerican market of Madrid’s unifying identity as a destination.OPPORTUNITIESThere are several market opportunities that Madrid should capitalizeon in their advertising. An increase in the value of the U.S. dollar relativeto the euro is making European travel more affordable for Americans.Additionally, World Pride 2017 will attract lots of interest, so marketing tothe LGBTIQ community will be essential. Furthermore, Madrid is a hub ofcommerce for Spain, making it an attractive market for business travel.THREATSThreats to the success of tourism in Madrid include an increase inalternative forms of lodging such as CouchSurfing and Airbnb, as well asAmericans’ access to a wide variety of domestic locations.RESEARCH 15

BARCELONABarcelona’s campaign encourages visitors to act like residents insteadof tourists. Again, another spin on the idea of “becoming a local,” just likeAmsterdam. Although Barcelona seeks to reduce tourism, their campaignis extremely similar to many different destinations. The campaign lacksoriginality and a uniqueness that makes a city stand out from the rest.AMSTERDAMThe city invites visitors to become locals with their “IAmsterdam”campaign. While the name is more “cute” than most, the IAmsterdamcampaign is a good execution of an extremely common idea: become alocal. The idea could be applied to any city in the world, from Cheyenne,Wyoming to Sydney, Australia - don’t be a tourist. Be a local!VIENNAVienna’s “Now or Never” campaign evokes a feeling that you’re missingout on something by not visiting. While Vienna does stray from the ideaof becoming a local, its “Now or Never” campaign gives the impressionthat people will visit once, and only have one opportunity to visit in theirlifetimes. The more innovative idea behind the campaign is refreshing andnew, but the execution leaves much to be desired.

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CREATE

THERE ARE TWOSIDES TO EVERY BRAND.MMGY GLOBAL BRANDING PHILOSOPHYDISCOVER THE RECIPE FORGETTING THE MOST OUT OF LIFE.Daily routines. They bring us comfort, security, a feeling thatwe’re in control. Wake at 6 to hit the gym before work at 8.Fill your favorite mug with coffee en route to the usual 9a.m. meeting. At noon, slip out for a quick sandwich – turkeyand provolone on wheat. Work through projects and fieldclient calls until you leave at 5 on the dot to enjoy a fewunrestricted hours before another day begins. The safe life,indeed. But we soon find these routines beginning to controlus, instead of the other way around.In Madrid, routine isn’t even part of the vocabulary. Insteadour days are guided by an energy that flows through ourstreets like rushing water. There’s a feeling in the air thatcarries us through the evening and deep into the night. Itremains in our bones the following morning, preparing us forwhatever tomorrow brings.We hope you’re prepared to break free from your comfortzone. If not, well, you still have your favorite mug.

BRAND ARCHITECTUREBRAND ESSENCEBRAND VALUES BRAND PROMISE BRAND EXPERIENCE BRAND VOICEHEART OF SPAIN,SOUL OF EUROPEAUTHENTICSPONTANEOUSIN-THE-MOMENTADVENTURE-SEEKINGIN THE HEART OFSPAIN, MILLIONS OFPEOPLE MOVE TO THESAME RHYTHM. YOUWON’T FIND ANOTHEREUROPEAN CITY WITHMORE SOUL THANMADRID.HUB OF SPAINGETAWAY FOR COUPLESCULTURAL CAPITALPASSION FOR LIFEGENUINECHARISMATICPROUDBOLDHUB OF SPAINGETAWAY FOR COUPLESCULTURAL CAPITALPASSION FOR LIFECountry’s political capital and home of the Royal PalaceSurrounding cities are easily reachableThe hub of commerce in SpainGorgeous Spanish architecture in the cityA beautiful countryside is readily accessiblePride festivalsVery walkable city centerFood | home to the 2nd biggest fish market in the worldOne of Europe’s leading live music destinationsArt | El Prado, Reina SofiaPeople don’t stay pent up in offices all dayStay out late, no matter the day of the weekPassion for sports and Spanish traditionsCREATE 21

BRANDING IMAGELogo with and without tagline, line stroke weight 3pt or 5ptColor systemBrand Icon

PatternsEFFRAAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk LlMm Nn Oo Pp Qq Rr Ss Tt Uu VvWw Xx Yy ZzGOTHAM ROUNDAa Bb Cc Dd Ee Ff Gg Hh Ii JjKk Ll Mm Nn Oo Pp Qq Rr SsTt Uu Vv Ww Xx Yy ZzType treatmentPhoto styleCREATE 23

THERE’S POWER IN THERIGHT EXPOSURE.MMGY GLOBAL PROMOTIONS PHILOSOPHY74%OF EXPERIENTIAL EVENTPARTICIPANTS HAVE A MOREPOSITIVE VIEW OF THE BRANDPOST-EVENTINTERACTIVE GOALLaunch an activation campaign in target cities to increaseawareness of Madrid as a tourist destination for Americans.INTERACTIVE CONCEPTWe all reach a point when we should step back and realize, “Wow, I’ve beendrinking the same coffee from the same mug every morning for the lastyear.” For those who need a break from the office, there is a place whereroutine isn’t part of the vocabulary. In Madrid, we might roll out of bed tenminutes before work, but we break at three in the afternoon for salt-curedham, and spend our evening sipping sangria at an underground pub.

ACTIVATION BREAKDOWNTen offices will be pre-selected from each of the target cities. Eachpre-selected office will be competing to win an office takeover, “Madridstyle”. The office with the highest number of votes collected throughsocial media will win.TARGET CITIESActivations will take place in three cities across the United States to helpthem #RenounceYourRoutine and live like a madrileño. These cities havebeen chosen from our five target markets based off their congruencewith our niche markets as well as their geographical spread.MIAMICHICAGOSAN FRANCISCOSister city with Madrid, Miami offers the secondmost direct flights to Barajas Airport out of anyU.S. city (17.3/day). Miami was ranked by Yahooas one of the top 20 food cities in the UnitedStates. Miami also placed 19th on Forbes’ list ofmost creative American cities.Chicago is the largest city in the Midwest. Theycurrently average 7 flights a day with the abilityto expand given an increase in demand. Chicagoranks 3rd on Yahoo’s foodie list and has aprogressive LGBT scene. The city is also hometo the Chicago Fire soccer team and a largepopulation of soccer enthusiasts.Acting as the door to the West Coast, SanFrancisco was linked to the city of Madrid by theHuffington Post for being “gateways for diversityand inclusion” when it comes to LGBT rights.Additionally, the 2015 MLS All Star Game will beheld just down the road in Avaya Stadium.CREATE 25

ACTIVATION OPTIONSOPTION #1 | One event in three cities spanning three weeks; Miami, Chicago,San FranciscoOPTION #2 | Three events in one city spanning three weeks; ChicagoOPTION #3 | One large full-day event for one city spanning one week; ChicagoEVENT ONEEVENT TWOEVENT THREERUNNER UPSWAG GIVEAWAYSThe winning office will be surprised when their everydaybrown sack lunches are replaced with gourmet tapas andSpanish wine. Their long Spanish lunch will be accompaniedby a flamenco show and dance lessons.Employees of the winning office will be taken to their ownversion of Las Ventas where they will enjoy a lunch oftapas and Spanish wine while challenging their co workersto “human bullfighting.” Brave souls can compete in anelementary-style game of bulls and matadors (a la cops androbbers) while appreciating the outdoors.One lucky office will be given the opportunity to attend anMLS soccer game fiesta. Before watching their local teamtake the field, they will celebrate Spanish-style with tapas,Spanish wine, and interactive games, as well as foosballs,FIFA video games, and inflatable soccer goals.Each week the company who places second in voting willbe surprised at work with a siesta, bringing a sense ofcalm amidst the everyday hustle and bustle of the office.Employees will receive pillows, blankets, and slippers,encouraging them to rest for a few minutes after a long andhectic morning to prepare for the busy afternoon.In the middle of each week of voting, a box of swag willbe delivered to each company in the running. For example,employees may all receive a wine opener with Madrid’s logoon it and a reminder to keep voting! This will encouragestaffers to continue engaging with the competition and mayinvolve workers who are not yet participating.

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HOW TO GAIN VOTESBallots can be cast via the activation landing page. Additional votes willbe earned by sharing the campaign via social media, tweeting or postingto Facebook, and following or liking Madrid’s social media pages. Theseinteractions on social media will act as the tool for monitoring successof the overall campaign while growing the brand’s social media presenceand awareness.INCENTIVE TO VOTEVoters will be automatically entered to win a free trip to Madrid whetherthey work in competing offices or not. This will incentivize employees aswell as the general public to participate in the competition.BUSINESSES TARGETEDThe following industries will be targeted for the activation competitionbased on their relaxed work environment, level of income, andparticipation in the community. Additionally, they work in fields whereSpanish culture could positively influence their craft. For example, anarchitect from Chicago could be inspired after seeing the Cybele Palacewhile on vacation in Madrid.BUSINESS EXAMPLESAD AGENCIESARCHITECTURE FIRMSBREWERIESMEDIA OUTLETSMOMENTUM WORLDWIDEHOK ARCHITECTURE FIRMLAGUNITAS BREWING COMPANYWGN RADIO, CHICAGO TRIBUNE

BENNY THE BULLThe bull is an iconic image that many Americans associate with Spanishculture. Likewise Benny the Bull is a mascot for the Chicago Bullsbasketball team, acting as a source of energy for fans in attendance oftheir games.We will bring his Spanish cousin Benito over for a visit. Benny and Benitowill attend all the activation events, bringing energy, photo opportunities,and fun to all participants. They will also be seen in popular areas ofChicago throughout the week, generating buzz in between events (forexample, taking the train to work in the morning or being caught playingsoccer in Grant Park).By working with Benny the Bull we can take something Chicagoans arefamiliar with and relate it to an aspect of Spanish culture. Working withBenny also gives us access to his social following, a passionate fan basein Chicago.RECOMMENDED ACTIVATION TIMELINEFEBRUARY 24FEBRUARY 28-MARCH 5MARCH 6-12MARCH 9MARCH 11MARCH 13-19MARCH 16MARCH 18MARCH 20-26MARCH 28APRIL 30LANDING PAGE GOES LIVEBENNY/BENITO BEGINS PROMOTION IN CHICAGOVOTING FOR OFFICE TAKEOVER #1MIDWEEK SWAG DELIVERYOFFICE #1 TAKEOVERVOTING FOR OFFICE TAKEOVER #2MID WEEK SWAG DELIVERYOFFICE #2 TAKEOVERVOTING FOR OFFICE TAKEOVER #3WINNERS OF MADRID TRIP SWEEPSTAKES ANNOUNCEDSUCCESS MEASURED AND REPORTED TO THE CLIENTCREATE 29

DEPLOY

WE HELP YOUR BRANDCONNECT THROUGHCONVERSATIONS THATINSPIRE TRAVEL.MMGY GLOBAL SOCIAL MEDIA PHILOSOPHYCONTENT MARKETING TACTICSThe most popular form of content marketing is social media, which oursocial media depsrtment can handle for you, and you will see that socialmedia is an integral part of our plan. From there, we can help you withall of the top pieces of content, including articles, photos, videos, etc.In addition, keep in mind that the content we produce for you can beexecuted and repurposed across channels. A piece of content we createon your website, for instance, could also have legs in media, social mediaand eCRM.SOCIALENEWSARTICLESPHOTOSBLOGS

BREAKDOWNAs social media continues to be an inspirational place for contentcreation, it remains a vital marketing tool for destination marketers.Social media platforms enable the public to interact and develop a morepersonal connection to the brand. Madrid has accounts on the mostpopular social media platforms. The next step should be to make theseplatforms more easily accessible by showcasing all of our platforms onMadrid’s website. In order to fully capitalize on our social media profiles,we must keep each account active and consistent by posting regularlyand sharing quality content.SOCIAL MEDIA WEBSITES WITH PERSONAL INFORMATION/PROFILE POSTED2012 2013 2014FACEBOOKTWITTER80% 94% 90%30% 36% 39%PINTERESTINSTAGRAM12% 20% 24%NA 13% 19%POSSIBLE HASHTAGS#BEBULLED#RENOUNCEYOURROUTINE#FLAMENCOFRIDAY#SOULOFEUROPE#HEARTORSPAIN#TAPASTUESDAYDEPLOY 33

FACEBOOKCURRENTLY | Madrid’s Facebook has a total of 143,359 “likes.” Onaverage Madrid posts three times per day, with an average of 130 “likes”per post and 32 shares.RECOMMENDATION | Nine in ten travelers have profiles on Facebook,which is why it continues to be one of the main social platforms formarketers. It is imperative to post on a regular basis, which allows thebrand to be perceived as relevant and builds trust with brand loyalists.Each Madrid post will be tailored to a specific topic cycled througheach week, as seen in the chart given. By using visually appealingimages and quality content in every post we will organically reach thegreatest number of potential travelers. Our overarching idea is to createcommanding content to a highly engaged audience.

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FACEBOOK CONTENT TIMELINETOPICPOSTMONDAYHEART & SOULStop this average Monday andmake it one to remember! Let’s#RenounceYourRoutine, start yourweek off like a madrileños!FOOD & DRINKPlato said, “knowledge is food forthe soul”. But then again Plato nevertried tapas! Check out CNN’s list ofthe top 10 tapas bars that will reallyfeed your soul! http://ow.ly/TUESDAYEVENTSHave your very own Night at theMuseum! From 6-8pm Monday-Sunday entry is free at the PradoMuseum. Make a night of it and baskin the presence of the best singlecollection of Spanish art!COMMUNITIESIt’s a beautiful day in theneighborhood! Explore all of Madrid’sunique neighborhoods: http://ow.ly/PEgcX What’s your favorite?WEDNESDAYTHINGS TO DOGuess who has the largest royalpalace in Western Europe? That’sright, Madrid! Come see for yourself!SENTIMENTWith the most sunny days of anyEuropean city, it is true: the sunalways does shine on Madrid!

THURSDAY#BEBULLEDMadrid may be known for ourbeautiful squares, but we make surewe think out of the box! What are youdoing to #BeBulled?DISCOVERIn Madrid we like to extend our happyhour! Check out BBC’s guide toMadrid nightlife! http://ow.ly/PywJDFRIDAYFAN PHOTOWe think there are no bad viewsin Madrid! We want to see yourfavorite Madrid view in this week’s#PhotoFridayFAN PHOTOThanks to everyone who shared theiramazing Madrid views with us! Aspecial shoutout goes to @JenR12for this beauty!SATURDAYSOCIAL MEDIAWe think everyone needs moreMadrid in their life! Follow us onInstagram so you don’t miss out!http://ow.ly/PBOdtSUNDAYSEE & DOExperience Madrid’s largest open airflea market, El Rastro, from 9am-3pm every Sunday! Info here: http://ow.ly/PDWTbDEPLOY 37

TWITTERCURRENTLY | @Visita_Madrid currently has 25,600 followers andaverages six tweets per day.RECOMMENDATION | While Madrid already has a large Twitter following,our goal is to gain an even larger audience while simultaneouslyincreasing engagement. Madrid will create separate accounts for theirEnglish and campaign- specific audiences to avoid segmenting theiralready loyal Spanish following. The English Madrid twitter handle will be@VisitMadrid_EN and the tweets, like Facebook posts, will be dividedunder clever content topics that are repeated each week.TWITTER CHAT | #SoulOfEurope This twitter chat will be executed oncea month and will cover various topics surrounding European travel. Thischat will further perpetuate the concept of Madrid encompassing theessence of European spirit. By hosting this chat and participating withother leading European travel brands, it positions Madrid as a leader inthe industry.

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TWITTER CONTENT TIMELINETOPICTWEETMONDAYTUESDAYWEDNESDAYTHINGS TO DOCAMPAIGNSOCIAL MEDIAEVENTSFOOD & DRINKDAY TRIPSCOMMUNITIESLODGINGFAN QUESTIONDISCOVERTRIVIASOCIAL MEDIAEVENTSLet your Flamenco flag fly! Witness a performance in Madrid, thecapital of Flamenco: http://ow.ly/PE8Q3Un-average your Monday and #RenounceYourRoutine! Follow us at@RenounceYourRoutine!Let’s be friends! “Like” us on Facebook and make it official! http://ow.ly/PDTV2Be apart of one of Madrid’s biggest festivals, La Paloma, beginningAugust 12-15! More info here: http://ow.ly/PE3w2It’s always time for tapas! Eat your way through Madrid on adelicious Tapas Tour: http://ow.ly/PDUu6In the heart of Spain, Seville, Toledo and Aranjuez are just a day tripaway: http://ow.ly/PE7bGWith more than 18 different neighborhoods you will never get boredin Madrid. Check them all out here: http://ow.ly/PDVDsWhether you want to rest your head at a former palace or a modernboutique hotel, we have the perfect place for you. http://ow.ly/PBNFYMadrid is famous for its spanish cuisine! Where is your favoriteplace to indulge in Madrid?In Madrid we like to extend our happy hour! Check out BBC’s guideto Madrid nightlife! http://ow.ly/PywJDTrivia: Madrid has the 2nd largest _____ in the world? The answermay surprise you! Find out here: http://ow.ly/PDTlcNeed more Madrid? Come live vicariously through our Instagramand get your Madrid fix:http://ow.ly/PBOdtThe grand shopping night is back! Don’t miss Vogue’s Fashion NightOut all September long. More information here: http://ow.ly/PE9Pw#BEBULLEDGENERAL MADRIDDon’t let the middle of the week slow you down, it’s time to#BeBulled!Retweet if Madrid is on your bucket list!

THURSDAYFRIDAYSATURDAYSUNDAYHEART & SOULTHINGS TO DOCOMMUNITIESTHROWBACKFOOD & DRINK#PHOTOFRIDAYSOCIAL MEDIACAMPAIGNDISCOVEREVENTSDAY TRIPSGENERAL MADRIDTHINGS TO DOBask in the sounds of Madrid! Discover the soul of Europe with livemusic: http://ow.ly/PEc2CExperience Madrid’s largest open air flea market, El Rastro, from9am- 3pm every Sunday! Info here: http://ow.ly/PDWTbIt’s a beautiful day in the neighborhood! visit Paseo del Arte, acultural hub in the city: http://ow.ly/PEgcXMay 6, 1985 Ronald Reagan met with King Juan Carlos I andPresident Gonzalez #ThrowBackThursdayCome dine with us at some of the oldest restaurants in the world!Find out more here: http://ow.ly/PE1DqWe think there are no bad views in Madrid! We want to see yourfavorite Madrid view in this week’s #PhotoFridayMissing the Madrid? Looking at our Pinterest boards will make youfeel better (and get you excited for your next trip!)... http://ow.ly/PE45jMadrid is coming to the USA to #RenounceYourRoutine and get youout of your workday rut! Follow us @RenounceYourRoutine to learnLive like a royal! Explore the Royal Botanical Gardens: http://ow.ly/PEaLpExperience a bullfight in Las Ventas, the world capital of bullfighting:http://ow.ly/PE88PCordoba, Avila and Cuenca are just a day trip away! http://ow.ly/PEb8UAle Real Madrid Ale Ale! Come witness most successful footballclub of the 20th century: http://ow.ly/PEd7UNeed help seeing all that Madrid has to offer? We want to help,check out our list of amazing guided tours: http://ow.ly/PE202FOOD & DRINKWe don’t whine but we do wine! Come drink with us: http://ow.ly/PEe4KDEPLOY 41

INSTAGRAMCURRENTLY | Madrid has 1,567 followers and follows 129 people. Madridposts an average of 3 posts per month and receives an average of 80“likes” per post.RECOMMENDATION | Instagram is an amazing tool that allows usto visually display the beauty of Madrid. We are able to not only tellAmericans why they should visit, but show them what they are missingout on. By being active and increasing the number of posts a day toone, Madrid will be able to expand its audience, and with more followerscomes more engagement.

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PINTERESTCURRENTLY | Madrid has 137 followers and follows 194 users. There are11 boards with a total of 144 pins.RECOMMENDATION | Pinterest has become a useful tool for destinationsto share and interact with travelers. To increase the amount of followersand engagement on Madrid’s Pinterest we must remain active andconstantly supply new content, such as pins and boards. Examples ofhighly engaging topics include Madrid Events and Festivals, Plazas andParks, Madrid Accommodations, Streets of Madrid, and Pride 2017. Byincreasing new pins to 20-30 per week, we give our audience reasons tocome back to the page and engage.

DEPLOY 45

SOCIAL MEDIA INFLUENCER CAMPAIGNTo capture the essence of our activation campaign, we want ourinfluencers to fully renounce their routine and live like a madrileño. Theideal way to accomplish this is for our influencers to take part in authenticMadrid experiences. Unlike a normal day at the office, our influencers willfollow a madrileño’s typical schedule. While on their journey they will meetwith a flamenco dancer, an artist, a chef and a soccer fan, all of whomare natives of Madrid. These four madrileños will show our influencerswhat it truly feels like to live in this city and renounce their regular routine.Our main objective for this influencer campaign is to spread awarenessof what Madrid offers its visitors and to follow the influencers on theirjourney.GIVEAWAY | In order to further engage the influencers’ followers, eachinfluencer will be giving away a Madrid-inspired swag bag that includessuch gifts as a bottle of authentic Spanish wine and a Real Madrid jersey.After the influencers have returned from their trip, they will ask theirfollowers a question on their social channels pertaining to their trip - toenter to win the Madrid swag bag, followers will have to comment on theposted question. The winner will be chosen at random.INFLUENCER CRITERIAWe chose the following influencers based on several factors: how largetheir social media presence is (a total of at least 100,000 followers overall social channels), if they fit our target audience, their previous work, theassets they can supply, and if they fit into the essence of the brand.

BLOGGER REQUIREMENTSAT LEAST 2 INSTAGRAM POSTS PER DAYPOST AT LEAST 3 BLOG POSTS FROM CONTENT GATHEREDDURING THE TRIP WITHIN ONE MONTH AFTER THE TRIPGENERATE 40 NEW PHOTO ASSETS FOR MADRIDPROMOTION OF MADRID’S SOCIAL CHANNELS AND WEBSITETAG MADRID’S SOCIAL MEDIA HANDLES AND CAMPAIGNHASHTAG IN POSTS WHEN APPLICABLEA MINIMUM OF 5 TWEETS PER DAYSOCIAL MEDIAL INFLUENCER CAMPAIGN TIMELINEJANUARYFEBRUARYMARCHAPRIL 21APRIL 24JUNE 24DETAILED SCHEDULE PLAN DELIVERED, INFLUENCERSCONFIRMED AND CONTRACTS SIGNED.TRAVEL ARRANGEMENTS MADE AND SENT TO INFLUENCERS.MADRILEÑO HOSTS CONFIRMED AND CONTRACTS SIGNED.START INFORMING AUDIENCE ABOUT INFLUENCERS’ TRIPAND GETTING THEM TO FOLLOW INFLUENCERS ANDBECOME PART OF THE CONVERSATION AT THE END OFMARCH AND BEGINNING OF APRIL.INFLUENCERS ARRIVE IN MADRID.INFLUENCERS DEPART MADRID.CAMPAIGN WRAP-UP REPORT PROVIDED, ALL CONTENTMADE BY INFLUENCERS DUEDEPLOY 47

THURSDAYFRIDAY SATURDAY SUNDAY9:00 AM10:00 AM11:00 AMARRIVEGETTING SETTLEDMUSEUM TRIANGLEDAY TRIP TO TOLDOCATHEDRALSYNAGOGUEARTISAN SHOPSROYAL PALACE12:00 PMFISH MARKETPLAZA DE CIBELES1:00 PM2:00 PMPLAZA MAYOR,PUERTA DE SOLCITY HALL3:00 PM4:00 PMFIRST LUNCH WITHEVERYONEPICNIC INRETIRO PARKEXPLORE THE PARKLUNCHRETURN TO MADRIDSOCCER GAME5:00 PM6:00 PM7:00 PMSHOPPING ONGRAND VIA8:00 PM9:00 PMTAPAS TOURDINNER10:00 PMFLAMENCO SHOWDEPART MADRID11:00 PM12:00 AMNIGHT OUT

HIGHLIGHTED INFLUENCERS: MONIQUEMonique is a food and health blogger who has a love for travel andSpanish cuisine. She shares recipes, fitness and health tips as well ascolorful photography with her followers.WEBSITEEMAILAMBITIOUSKITCHEN.COMAMBITIOUSKITCHEN@GMAIL.COMINSTAGRAM 31,900TWITTERFACEBOOKPINTEREST4,53738,00035,581HIGHLIGHTED INFLUENCERS: JAMIE BECKA collaborator with Kevin Burg, Jamie is a fashion photographer as well asthe co-inventor of Cinemagraphs. A true lifestyle blog, Ann Street Studioinspires its audience to live a stylish and adventurous life.WEBSITEEMAILANNSTREETSTUDIO.COMJAMIE@ANNSTREETSTUDIO.COMINSTAGRAM 121,000TWITTERFACEBOOK22,7005,836DEPLOY 49

HIGHLIGHTED INFLUENCERS: ALICE GAOAlice has a passion for style, photography and travel. Her Instagram isfilled with colorful and compelling photography.WEBSITEEMAILINSTAGRAMTWITTERFACEBOOKPINTERESTLINGEREDUPON.BLOGSPOT.COMALICE@ALICEGAO.COM935,0006,1655,83623,735HIGHLIGHTED INFLUENCERS: LEE ABBAMONTELee is the youngest American to travel to every country in the world. Heappears regularly on Fox News, HLN, Bloomberg, the Travel Channel andmany other news channels.WEBSITEEMAILINSTAGRAMTWITTERFACEBOOKPINTERESTYOUTUBEWWW.LEEABBAMONTE.COMWWW.LEEABBAMONTE.COM9,81829,80094,00043281

HIGHLIGHTED INFLUENCERS: JUSTIN LIVINGSTONAs a New York– based blogger, Justin’s channels are thought of as a“forest of inspiration and a place of daily discovery.” He believes thatevery day is an opportunity to a explore a life built around style and travel..WEBSITEEMAILSCOUTSIXTEEN.COMSCOUTSIXTEEN.COM/CONTACT/INSTAGRAM 118,000TWITTERFACEBOOKPINTEREST18,40027,0006,113DEPLOY 51

WE KNOW THE TRAVELCONSUMER AND WEHAVE THE POWER TOREACH THEM.MMGY GLOBAL MEDIA PHILOSOPHYMEDIA DEPARTMENTONLINEOFFLINETRAVELTRADE

BREAKDOWNThis media plan has two main objectives: to increase awareness aboutMadrid as a brand and to increase the number of travelers to Madrid.Awareness of Madrid will reach a broader audience, while an increasein number of travelers will be focused on our target demographic.Additionally, media will be targeted towards several niche markets, theLGBT community, soccer fans, and art enthusiasts.AVERAGE DAILY HOURS SPENT ON MEDIAMILLENNIALS XERS BOOMERS MATURESON THE INTERNET FOR PERSONAL USEWATCHING TELEVISION4.8 3.5 3.1 2.83.5 3.3 3.7 3.9LISTENING TO THE RADIO 2.0 1.8 1.8 1.4ON SOCIAL MEDIA NETWORKS 1.9 0.9 0.7 0.3READING PRINTED NEWSPAPERS/MAGAZINES 1.0 0.6 0.8 1.2READING ONLINE NEWSPAPERS/MAGAZINES 0.7 0.6 0.4 0.4DEPLOY 53

BROADCASTMMGY Global has invested heavily in state-of-the-art broadcast planningand buying tools since the very inception of electronic media evaluationsystems. We use resources to evaluate the size/scope of audience, costefficiency, lifestyle analyses and related consumer behaviors. MMGYbroadcast plans are integrated into larger campaign elements, providing360-degree coverage of sharply defined consumer segments.CREATIVE SERVICESMMGY will provide Madrid with creative concept development, copywriting,art direction, asset organization and production of all creative.CONTENT STRATEGYMMGY will provide a robust content strategy in both traditional and nontraditionalareas as part of Madrid’s brand campaign. Content strategyincludes a content audit, editorial calendar, content style guide, integratedmixed media and more. MMGY also has in-house content generationteams in areas such as video, photo and blog development.

PROGRAMMATIC BUYINGProgrammatic buying automates the bidding process in media buying.Advertisers can set automatic bids of a certain amount on specific targetaudiences, win auctions, and serve those advertisements to consumers ina fully-automated process lasting just a few milliseconds. We will partnerwith Rocketfuel, a leader in the field of programmatic buying.RETARGETINGWe will partner with Quantcast, a leader in the field, to target audiencesbased on user demographics, usage and interest patterns in orderto deliver timely, relevant, and correctly placed ads. Quantcast has amassive data set that includes information about nearly every internetuser, and it’s constantly growing and building profiles of those users.Quantcast’s massive database allows us to see and predict the actionsof our audience, making us the first to serve an ad at the most relevanttime.We will also use Quantcast to re-target our audience who has showninterest in our advertisements but has not followed through with apurchase or booking. We will serve these advertisements across manydifferent devices and platforms which will give users another opportunityto convert.We will use Adara for our competitive retargeting program as Adarais another leader in the field and it is important to diversify our mediapurchasing. Competitive retargeting will serve Madrid’s digital ads tosomeone who as recently visited a competitor’s website (Barcelona,Sevilla, etc.).TRIP ADVISORCONDE NASTTRAVELER ONLINEYOUTUBE ADSESMADRID.COMDEPLOY 55

PAID SEARCHMMGY’s paid search capabilities are optimized and managed on a realtime,day-to-day basis. Paid search listings will allow Madrid to reachconsumers who are actively searching for information. We are alsoinnovators in buying custom and premium placements across platformssuch as Google, Yahoo, and Bing. This cross-platform paid search willallow Madrid to be featured prominently and at the top of the results whenpeople search for keywords such as “Madrid,” “Travel to Spain,” etc. Thiswill drive traffic to the website, mproving engagement with consumersinterested in traveling to Madrid.SEARCH ENGINE OPTIMIZATIONSearch Engine Optimization is a way to boost site traffic through commonsearch engines. Search engines such as Google, Yahoo, and Bing usealgorithms to decide the visibility of a website or a web page in a searchengine’s unpaid results. The more relevant and useful a website is fortravelers, the more the search engine will feature that article near the topof search results. If a site has a lot of frequent users, it is more likely to befeatured near the top of search results. One of the most effective ways toimprove rankings in organic searches by consumers is to incorporate keywords into our websites. We performed research with our SEO departmentand found a portion of the keywords we will use in the campaign, whichare as follows.KEY SEARCH TERMSSPAIN FLIGHTSSPAIN HOTELSSPAIN TRAVELGO TO SPAINVISIT SPAINMADRIDMADRID FLIGHTSMADRID HOTELSMADRID TRAVELGO TO MADRIDTOP DESTINATIONS SPAINTOP DESTINATIONS MADRIDPLACES TO VISIT IN EUROPEBEST VACATION SPOTS EUROPECULTURAL VACATION SPOTSLGBT FRIENDLY VACATION SPOTSGAY FRIENDLY VACATION SPOTSCAPITAL OF SPAINBEST EUROPEAN WEATHERHEART OF SPAINSOUL OF EUROPE

SOCIAL MEDIAWe will use video and native newsfeed call-to-action targeted ads acrossvarious social media channels with a very heavy focus on Facebookadvertising. Cross-channel promotions drawing people to Madridpages on different platforms will also be used frequently. We will boostFacebook posts in weekly increments to gain attention and interaction.We will serve unskippable 15- to 20-second pre-video ads on Youtubevideos that are related to our topics, specifically international travel,Spanish travel, Madrid, and social influencer videos. This videos willfeature attractive imagery and strong calls to action, and can be adaptedfrom the anthem and commercial.Campaign focused, native facebook advertisementDEPLOY 57

DIGITAL DISPLAY MEDIAMadrid’s digital media plan will focus on rich-media and digital displaybanners to increase awareness, brand loyalty, social engagement andtravel bookings. Placements will be highly targeted and consistently optimizedfor top campaign performance.Madrid’s target audience relies heavily on Trip Advisor to destinations.The default page for Madrid is bland, and it follows the template thatmost city pages on Trip Advisor follow. Madrid’s Trip Advisor page willbe uniquely updated, featuring strategic content, photography and video.By doing this, we will better engage our audience in their research andbooking stages.Sponsored articles on Madrid’s Trip Advisor page will be promoted by TripAdvisor across their site. The sponsored articles will be served to sitevisitors interested in travel to Madrid, Spain, and/or Europe.PRINT ADVERTISING | Full-page four-color ads will be placed in CondeNast Traveler Magazine, one of the world’s leading travel publications.In addition to print advertising, full-page advertorials and digital displaybanners will run across Conde Nast Traveler online. This publication, bothprint and online, will attract our target.

Brand focused, print advertismentDEPLOY 59

EMAIL, LEAD GENERATION & DATABASE MANAGEMENTMMGY handles all strategy, creative, testing, transmission, measurement andreporting in-house. Our email, lead generation and database managementpractices are built upon a structured methodology that will guide Madrid’sstrategy, programming and execution. These programs can be integratedwith select-guest programs. For Madrid, we will use Exact Target as our directemail platform. Depending on media paln, either one or two mass emailswill be sent to people with profiles that fit our target audience. We will targetpeople interested in Spanish travel or European travel. Our email databasewould be made up of two lists, the first consisting of direct leads from onlineand offline sources. The second list will consist of people we want to targetfor the “renounce your routine” campaign. It will target people in big citieswith long commutes and enough money to travel internationally. Using ExactTarget, we’re able to track and measure the success of emails in real time bylooking at click-through rates and click activity.

Brand focused, email advertisementDEPLOY 61

DIGITAL ADVERTISEMENTDigital banner ads will appear across multiple sites online. Some willfocus on brand awareness, and some will focus on the “Renounce yourRoutine” campaign. Digital banner ads are meant to grab attentionwithout distracting from page content. The ads will be animatedencouraging the user to engage with the brand.Brand focused, digital skyscraper advertisement

Brand focused, digital rectangle advertisementDEPLOY 63

LGBTThe Out series of publications is the leading print and online magazinefor the LGBT community in the United States. We will promote WorldPride 2017 in a full-page four-color article in Out Magazine along with anadvertorial and LGBT-targeted ads on Out.com and OutTraveler.com.Brand focused, print advertisement

OUT-OF-HOME MEDIAMMGY employs the most effective out-of-home media plans andschedules, deployed in-market at the most efficient rates. In addition tobroadcast, these media components could include outdoor, print anddirect accompanying digital, promotional and public relations elements.One of Madrids more specialized advertisements is the digital billboardin New York, which will be placed in the Wall Street subway station. Thisadvertisement will have extremely high visibility and will entice viewerswho are stuck in life’s routine and would love to escape, and who alsohave the means to travel to Madrid.Brand focused, subway advertisementDEPLOY 65

COMMERCIAL CONTENTA day in MadridRun time | One minuteTo accompany the campaign in order to help promote Madrid thiscommercial would appear online through Youtube advertisements.Camera movement begins to track backwards away from the desk. Thismotion is continuous through the commercial.ACTION/DESCRIPTIONDIALOGUE1 | A young (mid 20s) Spanish woman sits at her officedesk. She quickly moves to take her ponytail down,shaking her head to release her long dark hair.2 | Pushing her laptop out of the way she begins toclimb over her desk. Sliding across her desk shebegins to walk directly towards the camera.3 | In the background we see a man pulling a museumbackground across in front of the office scene.Simultaneously as she is walking towards the camera,she pulls at her jacket, throwing her suit aside to reveala red dress.“In Madrid, the passion for living well iscontagious”4 | Once the museum background fills the screen aman carrying a painting leans in from left of frame.Handing the painting to her she then hands it off to asecond man who leans in from the right hand side offrame.“Picasso often wondered where thefeeling came from”5 | Again a man pulls a background across the screen.This time it’s a full capacity Santiago BernabeuStadium. She is thrown a soccer ball which shecatches. As players run past her she kicks it to one ofthem. That player then runs and scores before anotherbackground is pulled across the screen.“It’s what brings 70,000 of us togetherfor every football match”

ACTION/DESCRIPTION6 | The next background pulled over is at the BuenRetiro Park. Flamenco dancers perform in front of theKing Alfonso XII monument. She joins in the dancingand is spun around by one of the dancers.DIALOGUE“It’s how we can empathize withthe flamenco dancer who feverishlyshakes away her oppression”7 | As she spins out the next background is pulledacross the screen. This is of a high quality Madridrestaurant. A waiter gracefully moves past her with atray of food. She takes in a whiff of the exquisite scentas it passes her.“It’s why we don’t hesitate to satisfylate-morning hunger with a secondbreakfast”8 | The next background pulled over is of theRoyal Palace. The guards march toward her in thebackground. She swiftly dodges them as they pass by.“Living well isn’t a weekend hobby - it’sour everyday routine”9 | The final background pulled across the screen isthe inside of a bar. She walks up to a group of peopleand sits down to talk with them as a waiter hands hera drink.“We invite you to cast your worriesaside, and put your heart and soul intothe here and now”10 | The camera continues to track back and as theopacity of the scene fades the Madrid logo appears.DEPLOY 67

RADIOWe will use NPR in our fly markets for three weeks, purchasing time inA.M. “Morning Edition” and P.M “All Things Considered.” NPR anchorswill mention Madrid with no selling and no call to action for ten to fifteenseconds, once per daypart, per day. This will amount to ten spots perweek and thirty spots total.RADIO SPOT COPYThere’s a city where every minute is worthcelebrating.Where millions of people share the same passion:To own each moment as if it were the only one.Miami, we invite you to leave the past behind, setaside the future, and put your heart and soul into thehere and now.Madrid. Heart of Spain, Soul of Europe.RADIO SPOTS WILL RUN IN THESE CITIESMIAMINEW YORK CITYCHICAGOHOUSTONSAN FRANCISCO

MADRID BUDGETTIER ONE TIER TWO TIER THREECREATIVE REBRANDBRAND ARCHITECTURE/ANTHEM$55,000$55,000$55,000LOGO DEVELOPMENT$15,000$15,000$15,000BRAND STANDARDS MANUAL$25,000$25,000$25,000DIGITAL BANNER AD | ONE CONCEPT, FOUR SIZES$4,300$4,300$4,300CAMPAIGN CREATIVEDIGITAL BANNER AD | ONE CONCEPT, FOUR SIZES$4,300$4,300$4,300WALLPAPER/PAGE TAKEOVER$1,450$1,450$1,450PRINT ADS | 1 CONCEPT, 2 SIZES$15,600$15,600$0LANDING PAGE$13,200$13,200$13,200RADIO | 1 SIXTY SECOND SPOT$2,000$2,000$0EMAIL$3,400$3,400$3,400BILLBOARD$4,375$4,375$4,375ACCOUNT SERVICE FEE | YEARLY$90,000$90,000$90,000SOCIALCHANNEL MANAGEMENT | YEARLY$37,500$37,500$37,500INFLUENCER CAMPAIGN | TRAVEL COST NOT INCLUDED$41,500 $41,500 $41,500MEDIADIGITAL$716,000$561,000$482,000SOCIAL | FACEBOOK ADVERTISING$20,000$20,000$20,000OUT OF HOME$115,000$115,000$115,000PRINT$280,000$180,000$0RADIO$66,000$50,500$0RESEARCH/REPORTING/AD SERVING$109,980$85,635$57,780ACTIVATION | STARTING POINTEVENTS$100,000$90,000$80,000ACCOUNT SUPPORT$12,000$12,000$12,000VIDEO PRODUCTION | STARTING AT$35,00$35,000$35,000SEO MANAGEMENT | YEARLY$13,200$13,200$13,200TOTAL $1,779,805 $1,474,960 $1,110,005All pricing is quoted as an estimate and subject to changeDEPLOY 69

MEASURE

CAMPAIGN MEASUREMENT | OBJECTIVESAN INCREASE IN HOTEL STAYS IN THE CITY OF MADRID.AN INCREASE IN THE GENERAL AWARENESS OF MADRID AS ANATTRACTIVE TRAVEL DESTINATION FOR THE AMERICAN TRAVELER.AN INCREASE IN TOURISM AS A WHOLE IN MADRID.CAMPAIGN MEASUREMENT | EVALUATIONSINCREASED SOCIAL MEDIA PRESENCE.INCREASED WEBSITE TRAFFIC BY AMERICAN TRAVELERS.PROMOTIONAL VIDEO VIEWS AND SHARES ON SOCIAL MEDIA.

RESOURCESINNOVATIVE TOURISM ADVISORS - MADRID DESTINOPORTRAIT OF AMERICAN TRAVELERSAEROPUERTO DE MADRID-BARAJASUNITED NATIONS WORLD TOURISM ORGANIZATION’S GLOBAL REPORT ON CITY TOURISMHVS - MADRID VS. BARCELONA MARKET COMPARISONMRI’S SURVEY OF THE AMERICAN CONSUMERMASTERCARD 2014 GLOBAL DESTINATION CITIES INDEXKANTAR MEDIA - SRDSROCA SALVATELLAMEASUER 79

THANK YOUThe 2015 summer interns would like to sincerely thank everyone atMMGY Global for their role in this project. We are very grateful for all ofyour input, time, and encouragement. We would like to especially thankthe following people for their help and guidance on this project.Don MontagueClayton ReidChris PomeroyBray AddisonDave GilbertsonJoel HenningMatt SeeleySara RameyAlan KuykendallAllison WayAllison WorleyAnnie PechenikAshley SilkwoodBob FrohoffBrenna PaxtonBrett WilliamsBrian KleinCalep HowardCarla BrownChelsea KillionChris DavidsonChris LuckeyChristy VaughtClaire BishopCraig CompagnoneCraig PaddockGrace FindlayJosiah CaseyJustin FarmerKate Von BockernKatie BriscoeKatie CrawfordLance FloresMackenzie DavidsonMeliah CranmerMicah GreeneMike McClintockNick ClarkRick DunnRobert PattersonRui XuSara KnippShea CarterWayne South

KATHRYN ANTONOPOULOSCreative | DesignUniversity of KansasDYLAN BRETTAnalyticsUniversity of KansasKELSEY CHABOTPromotions & EventsNorthwest Missouri State UniversityALI CORBINSocial MediaUniversity of MississippiZACH DAVIDSONClient LeadershipUniversity of IowaMALLORY ELDERClient LeadershipUniversity of MississippiJOSHUA LEWINCreative | VideoUniversity of Central MissouriJORDAN MENTZELNew BusinessUniversity of KansasRICH MORIARTYCreative | CopyUniversity of MiamiSHEA RADELMediaRockhurst University