MADRID copy2.pdf

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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.
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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 and 54: WE KNOW THE TRAVELCONSUMER AND WEHA
Page 55 and 56: BROADCASTMMGY Global has invested h
Page 57: PAID SEARCHMMGY’s paid search cap
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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