Client: MADRID CITY COUNCIL / MADRID DESTINO

Objective: To promote World Pride 2017 internationally and position Madrid as an LGTBI friendly destination.

Action: International presentation to the press and influencers of World Pride Madrid 2017. Concept + Communication + Production of events in related markets such as: New York, Mexico City, Buenos Aires and Bogota.

New York meets Madrid

With the help of Deborah Ombres, La Terremoto de Alcorcón and DJ duo Trend Twins from Madrid, we brought – for one night only – a piece of Madrid to New York. At the event we also enjoyed the presence of international artists, such as Bob The Drag Queen and Manila Luzon, former participants of the reality show RuPaul’s Drag Race.

At an institutional level we had attendance from, Miguel Sanz, Director of Tourism of Madrid, Juan Carlos Serrano, President of Madrid Pride and Sue Doster and Alan Reiff, presidents of IntePride. Different well-known personalities such as the Mayor of Madrid Manuela Carmena, the filmmaker Alejandro Amenábar and the fashion blogger Dulceida invited the attendees through video-messages to revel in the city. There was space for the culture and gastronomy from the Spanish capital to be celebrated and even a fun challenge in which two audience attendees were challenged to make the best sangria.

México had “A date with Madrid”

The representatives from Madrid were given a warm welcome by a mixture of influencers and celebrities in Mexico City. We organised ‘A date with Madrid’, a kind of ‘blind date’ between the audience and the Spanish capital. Popular presenter Regina Orozco played the role of matchmaker, interviewing the different guests ‘speed dating’ style. This worked very well to show the many different faces of Madrid. The intention was for everyone to fall in love with the city, and it worked. In addition to this, the Spanish artist La Prohibida, the singer Zemmoa and several influencers like Idan Matalon, businessman and defender of LGBTI rights, were all present. The YouTubers Jonas Vloggers were in charge of closing the event with a fresh DJ set. We also organised a media tour through different TV channels and radio stations, where the program of activities and the scope of World Pride Madrid 2017 were explained in detail.

A great welcome in Buenos Aires and Bogota

In Buenos Aires, representatives from Madrid City Council were accompanied by the Argentinian artist and art curator Topacio Fresh, also a resident in the Spanish capital. Together we held a press conference at the Spanish Embassy, a brunch with journalists and influencers, and a tour through different TV channels. Among other activities, our guests were brought to the mythical program ‘Almorzando con Mirtha Legrand’, the show with the highest audience ratings on Argentinian television! The result had a fantastic knock-on effect and generated loads of interest from the media for the event and for the city. The same happened in Bogotá, the last stop on our presentation tour of the World Pride Madrid 2017.