Manifesto
It has long been said that, unlike other great destinations, Madrid lacks some great iconic, universally distinctive symbol. However, Madrid has something that makes it truly unique; something special, something unseen, but which can be felt in every corner: its vibrancy and contagious energy.
From its innermost depths, an invisible heart beats in the streets, neighborhoods, and landscapes, radiating a vitality that infuses everything. This unmistakable pulse, this constant beating, is the true symbol of Madrid.
“Madrid Beats” is the new international campaign from Madrid Turismo by IFEMA MADRID which turns this destination’s unique energy into its defining symbol: an invisible heart that beats in its streets, neighborhoods and culture. This symbolic heart has been brought to life in the form of an iconic sculpture made of stone sourced from the region. Driven by an alliance between the Madrid Region, Madrid City Council and IFEMA MADRID, the initiative aims to strengthen Madrid’s global positioning and attract high-value tourism from long-haul markets.
The campaign was created to showcase this invisible heart to the world. Our love for Madrid is already shared by many across the globe: in 2025, visitors from all five continents accounted for more than 33 million overnight stays in the region. Madrid has been recognized as the “Best European Destination,” the “Second-Best City Destination in the World,” and the “Best Gastronomic Destination in Europe,” and for seven consecutive years has been named the world’s leading destination for conferences and meetings. This growth generated an economic impact of €17.94 billion in international tourist spending and supported over 320,000 jobs in 2025.
This success is the result of a combined effort: the strategic alliance between the Madrid Regional Government, Madrid City Council, and IFEMA MADRID, in collaboration with the tourism industry.
The goal is to promote sustainable, balanced, profitable tourism, attracting high-value travelers who, from all the destinations in the world, choose to experience the unique rhythm of Madrid. “Madrid Beats” is the continuation of this work, an invitation for the entire world to feel the energy and discover a city that beats in a different way. To represent the campaign, we built an impressive heart made from locally sourced stone, which will be 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 heart is ready to beat around the planet. “Madrid Beats” is a comprehensive campaign with an ambitious global reach, designed to awaken the desire of high-value travelers to discover a place with an energy like no other.
Global Amplification:
Madrid’s Heart
Conquers New Horizons
Our strategy will be deployed in 13 countries and 4 key strategic regions: the USA 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 over 376,000 estimated viewers)
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A multilingual webpage
(translated into 7 languages)
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Social media
This strategic investment has a clear goal: to generate more than 287 million estimated impressions through December 2027. Every medium and every format align with the idea that the heartbeat of Madrid, which pulses through its bars, neighborhoods, and dances, will travel the world and attract thousands of people to experience it firsthand. Because when they arrive, they will feed even more energy into the city.
