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Madrid puts its invisible heartbeat on the map
Source: https://www.marketing-interactive.com/madrid-puts-its-invisible-heartbeat-on-the-map
Goal: Position Madrid as a premium destination for long-haul travellers
Claim: Madrid's invisible heartbeat
Media: Film, photography, various creative executions
Summary: Madrid is launching a global tourism campaign called 'Madrid Beats' to emphasize its cultural identity and attract long-haul travellers. The campaign introduces an 'invisible heart' symbolizing the city's energy and includes a two-minute film featuring historical figures discovering the city's rhythm. The campaign utilizes various media channels, aligns marketing efforts under one agency, and aims to create a lasting brand identity for Madrid.
