HAVAS has been selected as the communications group to manage the integrated international communications for Madrid Turismo by IFEMA Madrid, following a competitive pitch process (covering both creativity and media) open to the leading agencies in the country.
The contract, running from May 2026 through 31 May 2028, covers the development of a comprehensive strategy to promote Madrid, both the city and the wider region, across key international markets: Asia, the United States and Canada, Latin America, and the Middle East.
HAVAS’s winning proposal combines a positioning framework with a creative platform designed to establish Madrid as a high-value, high-relevance tourism destination.
With this appointment, HAVAS strengthens its standing as a trusted strategic partner for brands and institutions, bringing together creativity, content, and media across projects of international scope.
Alejandro Saracho, Client Lead at HAVAS for this account, said: “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.”
Madrid Turismo by IFEMA Madrid is a public-private initiative developed by the Community of Madrid, the Madrid City Council, and IFEMA Madrid, with the goal of positioning the city and region of Madrid as a high-value tourism destination in long-haul markets.
HAVAS PRESS CONTACT
María Sampedro
Communications Manager, Havas Spain
maria.sampedro@havas.com
Elsa Poveda
Communications Senior Executive, Havas Spain
elsa.poveda-ext@havas.com
