MADRID copy2.pdf

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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”
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MADRID DESTINOCULTURA, TURISMO Y NE
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OVERVIEW
Page 8 and 9:
TRAVEL CONSULMMGY has a global pres
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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 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: LGBTThe Out series of publications
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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