Manifesto
It has long been said that, unlike other great destinations, Madrid has no single iconic symbol that is universally recognized. Yet Madrid possesses something truly unique: something special and unseen, but felt at every turn—its vitality and contagious energy. From deep within, an invisible pulse flows through its streets, neighborhoods, and landscapes, radiating an energy that infuses everything. This unmistakable pulse, this constant vibration, is the true symbol of Madrid.
“Madrid Beats” is the new international campaign from Madrid Turismo by IFEMA MADRID, bringing the unique spirit of Madrid to life through its defining symbol: an invisible heart that beats through the city’s streets, neighbourhoods and culture, embodied in an iconic heart crafted from stone sourced from the region.
Created through an alliance between the Madrid Region, Madrid City Council and IFEMA MADRID, the campaign seeks to strengthen Madrid’s position on the world stage and welcome discerning travellers from long-haul markets to experience the city’s distinctive blend of culture, heritage, gastronomy and contemporary sophistication.
The campaign brings Madrid’s invisible heart to the world — a symbol of the city’s character, passion and enduring pride. Its appeal already extends across borders: in 2025, visitors from all five continents accounted for more than 33 million overnight stays in the destination.
Madrid has been recognised as the “Best European Destination”, the “Second-Best City Destination in the World” and the “Best Gastronomic Destination in Europe”. For seven consecutive years, it has also been named the world’s leading destination for conferences and meetings.
This continued growth generated €17.938 billion in international tourist expenditure and supported more than 320,000 jobs in 2025 — reflecting Madrid’s growing importance as a world-class destination for international visitors.
The goal is to promote sustainable, balanced, profitable tourism, attracting high-value travelers who, amongst all the destinations in the world, choose to feel the unique rhythm of Madrid. “Madrid Beats” is the next step, an invitation for the entire world to feel the energy and discover a city that beats in a different way. To this end, an imposing heart built with stones from the region becomes the emblem of the campaign, the star of our ad directed by Nono Ayuso, and the material symbol that we hope will become a permanent part of the city’s popular culture.
Madrid’s pulse is ready to resonate around the world. “Madrid Beats” is an integrated campaign with an ambitious global reach, designed to inspire discerning travelers to discover a destination that lives and vibrates like no other.
Global Amplification: The Pulse
of Madrid Conquers New Horizons
Our strategy will reach 13 countries across four key regions: the United States and Canada, Asia, the Middle East, and Latin America. To this end, we have planned a smart investment program through 9 carefully selected communication channels. From initial impact to the moment the traveler decides to pack a suitcase, we will connect with the audience through:
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Branded content
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Print media
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Out-of-home ads (more than 1,000 placements)
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Digital ads
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Influencers
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Connected TV
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Online videos
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Cinemas (with +376,000 estimated viewers)
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A multilingual webpage
(translated into 8 languages)
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Social media
This strategic investment has a clear objective: to generate more than 287 million estimated impressions by December 2027. Every medium and format reflects our belief that Madrid’s heartbeat—the energy that fills its bars, neighborhoods, and dance floors—will travel the world and inspire thousands of people to experience it firsthand. And when they arrive, they will add their own energy to the life of Madrid.
