REAL Madrid are the newest brand ambassadors promoting Spain as a tourist destination in a groundbreaking, sports-focused marketing strategy.
The three-year agreement with the professional Spanish football club will allow Turespaña (Spain Tourism Board) to promote the country and Madrid to an estimated worldwide audience of over 300 million people with the slogan Visit Spain, Visit Madrid.
Aside from using Real Madrid’s main players as brand ambassadors in international advertising campaigns, the agreement also grants Turespaña access to advertising space during league matches.
With the partnership, Turespaña is hoping to tap into Asia, where Real Madrid has a strong fan base. The NTO launched its new campaign I Need Spain in 2010, using Asian faces in its creatives for the first time.
The NTO has so far engaged the Spanish Football Federation, Spanish MotoGP riders, the Spanish Basketball Federation and professional kiteboarder Gisela Pulido in its drive to brand Spain as the home of leading Spanish athletes and sports stars.