MADRID TURISMO by IFEMA Madrid recently announced the launch of its global creative campaign “Only in Madrid,” the Bangkok (Thailand) program of which kicked off with an evening of wines and tapas hosted at Uno Mas, Centara Grand on December 7th, 2023.
The launch event welcomed esteemed media guests from Thailand, as well as around 25 Thai trade guests who run independent businesses serving Thailand’s outbound long-haul consumer travel market.
They included many of the top operators in their field who joined as guests at the “Only in Madrid” evening of wines and tapas, a night of relaxed fun, and a journey of discovery for everyone seeking to learn more about one of the world’s most sought-after, recently emerged hot new travel destinations – “Only in Madrid!”
The campaign, which is represented in Asia by global agency Connecting Travel and Select Holding, aims to promote the city and the greater region to a global audience, establishing it as a must-visit travel destination.
Janel Kok, who leads Marketing and Communications for Asia, said: “It is finally Madrid’s time to shine, and the launch of our campaign is designed to showcase the unique juxtaposition of art, history, culture, cuisine, fashion and sport that you can only find in Madrid. It is truly a city that you can never tire of, a city where you can feel special and slip into like a local.”
She hosted an in-depth presentation which explained many of Madrid’s magnificent attractions and great reasons to visit the city and its surround locale to Thai travellers seeking new European luxury and experiential touring opportunities.
The city is home to the largest Royal Palace in the world and other beautiful landmarks such as Plaza Mayor, El Prado Museum and Real Madrid’s Bernabeu Stadium. Each neighbourhood of Madrid is distinct and unique, from funky-alternative Malasaña to chic and high-end Salamanca where visitors can indulge in the glamorous world of shopping, dining and Flamenco. Just a short drive away, lush countryside steeped in history and culture is where quaint medieval towns, picture-perfect wineries and scenic parks are a welcome change from city life.
To an inspired backdrop of the Bangkok city skyline, as can readily be enjoyed at Uno Mas, guests benefited from seeing a presentation which demonstrated ways in which “Only in Madrid” is garnering widespread global attention, enhancing long-haul inbound visitor numbers to Madrid and Spain more widely.
The event showcased the fact that the Area of Greater Madrid is also home of the UNESCO heritage triangle of Alcalá de Henares, San Lorenzo de El Escorial and Aranjuez, located less than an hour’s drive from the city centre. Also within only 30 minutes from the city is the equally stunning rural beauty of Patones, Chinchón and the vineyards of San Martín de Valdeiglesias.
During the event, an authentic music performance allowed media guests to get a taste of what food in Madrid is all about! Following the Only in Madrid presentation, wines flowed freely, including a tasting opportunity for guests to try Tinto De Verano, a traditional and much-loved Spanish summer drink, as well as relaxed networking among the delicious tapas presentations created by chefs at Uno Mas.
Home to the world’s most luxe labels and fast fashion – from Loewe, Balenciaga and Manolo Blahnik to Zara and H&M – these foundations and their history make Madrid one of the most influential international fashion capitals in the world. Even for those who prefer to veer away from the glitz of high fashion, shoppers can still expect to find locally produced garments and articles in Madrid’s atelier routes of extraordinary quality that are relatively affordable compared to international brands.
As much as Madrid is synonymous with fashion, it is gastronomy and cuisine which permeates all aspects of culture and life.
Only in Madrid can you eat at the world’s oldest restaurant, Restaurant Botin, a historic gem that dates back to 1725. It serves what is arguably the city’s finest roast suckling pig, cochinillo asado, and melt-in-your-mouth roast lamb, cordero asado. The city’s classic dish of caracoles or Spanish escargot (snails) is also one not to be missed.
During the first year of the campaign launch, promotional actions have been implemented in 16 countries, including Thailand, Singapore, Indonesia, Malaysia, China, Korea and Japan.
The project includes; major B2B and B2C digital marketing campaigns, campaign sites in 11 languages, the development of branded content pieces in major general and economic media, co-marketing actions with paid media and TTOOs, key opinion leaders (KOLs) and influencer marketing campaigns, presentations at the long-haul inbound markets, and the production and generation of content for the #onlyinmadrid campaign – all aiming to fortify Madrid’s presence as a top tourism destination for Asian travellers.
For more information on Madrid and things to see, do and experience please visit:
https://www.turismomadrid.es/en/
https://www.esmadrid.com/en
For more information on MADRID TURISMO by IFEMA Madrid, please visit: https://www.ifema.es/nosotros/madrid-turismo-by-ifema-madrid
About MADRID TURISMO by IFEMA MADRID:
MADRID TURISMO by IFEMA MADRID is a public-private venture created by the Regional Government of Madrid, Madrid City Council and IFEMA Madrid. It is managed by the Experts in Tourism Panel from the main tourism associations in Madrid. Its purpose is to promote Madrid internationally through efficient collaboration between public and private tourism entities in Madrid.
About Connecting Travel:
Connecting Travel is a leading platform that bridges the gap between travel destinations and industry professionals in the Middle East. Through a network of events, conferences, and collaborations, Connecting Travel facilitates meaningful connections that drive the growth of the travel and tourism sector in the region.
About Select Holding:
Select Holding is an international holding group with offices in Shanghai, Beijing, Hong Kong, London, Bali and Rome that specialises in travel marketing and communications consultancy in the travel B2G, B2B and B2C sectors. Select Holding has a special focus in China outbound travel as Select Holding is the selected partner of the China Tourism Academy, appointed as the sole issuer of the Welcome Chinese certification based on Chinese Ministry of Culture and Tourism standard. Select Holding was incorporated in Hong Kong in 2011.
