Shanghai, China, is promoting tourism to
Madrid, Spain, in a new OOH and digital campaign.
The creative is by Irismedia, a top Spanish ad agency, in collaboration with Worldcom OOH, which implements its strategy.
Twenty-eight
large-scale screens strategically located in the corridors connect the Reel shopping mall and Jingan Temple metro station. The campaign highlights the beauty and attractions of Madrid, encouraging
high-income residents of Shanghai to discover the Spanish capital.
Mónica Nicieza, commercial director for Europe at Worldcom, reports that in a week, the campaign "generated
over 14 million impressions, thanks to the display of 15-second spots on the 28 advertising screens, with a daily frequency of 240 spots and an operational schedule of 15 hours."
Shanghai is the most populous city in China, with nearly 30 million people.
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