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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.
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MADRID DESTINOCULTURA, TURISMO Y NE
Page 6 and 7: OVERVIEW
Page 8 and 9: TRAVEL CONSULMMGY has a global pres
Page 10: MARKETS SERVEDMMGY Global has had t
Page 13 and 14: WE KNOW WHATYOU’RE THINKING.MMGY
Page 15 and 16: TARGETED MARKETSThe United States h
Page 17 and 18: BARCELONABarcelona’s campaign enc
Page 20 and 21: CREATE
Page 22 and 23: BRAND ARCHITECTUREBRAND ESSENCEBRAN
Page 24 and 25: PatternsEFFRAAa Bb Cc Dd Ee Ff Gg H
Page 26 and 27: ACTIVATION BREAKDOWNTen offices wil
Page 28 and 29: ACTIVATION LANDING PAGECREATE 27
Page 30: BENNY THE BULLThe bull is an iconic
Page 33 and 34: WE HELP YOUR BRANDCONNECT THROUGHCO
Page 35 and 36: FACEBOOKCURRENTLY | Madrid’s Face
Page 37 and 38: FACEBOOK CONTENT TIMELINETOPICPOSTM
Page 39 and 40: TWITTERCURRENTLY | @Visita_Madrid c
Page 41 and 42: TWITTER CONTENT TIMELINETOPICTWEETM
Page 43 and 44: INSTAGRAMCURRENTLY | Madrid has 1,5
Page 45 and 46: PINTERESTCURRENTLY | Madrid has 137
Page 47 and 48: SOCIAL MEDIA INFLUENCER CAMPAIGNTo
Page 49 and 50: THURSDAYFRIDAY SATURDAY SUNDAY9:00
Page 51 and 52: HIGHLIGHTED INFLUENCERS: ALICE GAOA
Page 53: WE KNOW THE TRAVELCONSUMER AND WEHA
Page 57 and 58: PAID SEARCHMMGY’s paid search cap
Page 59 and 60: DIGITAL DISPLAY MEDIAMadrid’s dig
Page 61 and 62: EMAIL, LEAD GENERATION & DATABASE M
Page 63 and 64: DIGITAL ADVERTISEMENTDigital banner
Page 65 and 66: LGBTThe Out series of publications
Page 67 and 68: COMMERCIAL CONTENTA day in MadridRu
Page 69 and 70: RADIOWe will use NPR in our fly mar
Page 75 and 76: MEASURE
Page 77 and 78: RESOURCESINNOVATIVE TOURISM ADVISOR
Page 79: KATHRYN ANTONOPOULOSCreative | Desi
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