HAVAS wins Madrid tourism communications brief

HAVAS has been appointed to manage integrated international communications for IFEMA Madrid’s Madrid Turismo initiative following a competitive pitch process covering both creative and media responsibilities.

The contract will run from May 2026 to 31 May 2028 and will focus on promoting Madrid and the wider region across key international markets, including Asia, North America, Latin America and the Middle East.

Integrated strategy targeting global audiences

HAVAS will develop a positioning framework and creative platform aimed at strengthening Madrid’s profile as a high-value tourism destination in long-haul markets.

The assignment brings together creativity, content and media planning within a single integrated communications approach designed to support sustained international growth for the destination.

Alejandro Saracho said the project represents an opportunity to build a long-term platform for the city’s global positioning.

Alejandro Saracho, Client Lead, HAVAS: "Promoting Madrid as an international tourism destination is both a responsibility and a privilege.

"We are working with the brand that has the strongest momentum in the industry right now, and our ambition goes beyond a single campaign. We want to build a platform that continues to drive growth and establishes Madrid as a unique and compelling reference point across very different markets.

"We will do this in an integrated way, spanning media, creativity, and content, an approach that was central to winning this pitch. Thank you to Madrid Turismo by IFEMA for placing your trust in us."

Public-private initiative behind Madrid tourism strategy

Madrid Turismo by IFEMA Madrid is a joint initiative involving the Community of Madrid, the Madrid City Council and IFEMA Madrid, aimed at positioning the region as a premium destination in international tourism markets.

The appointment reinforces HAVAS’s role in delivering cross-border communications programmes that combine media, creative strategy and content development for institutional and brand clients.

www.havasmedianetwork.com

www.ifema.es

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