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Champions promote Spain as a tourist destination

Champions promote Spain as a tourist destination

Lorenzo, Elías and Márquez became brand ambassadors of Spain through the campaign "Spain Addict" to be promoted in several European countries.

Last week, a new digital media campaign aimed at international tourism was unveiled in which three prominent figures of MotoGP collaborated: Jorge Lorenzo, Toni Elías and Marc Márquez.

This is a new bid to strengthen the tourism brand España in the international market based on the experiences of tourists who have visited the country. The event was presented by Secretary General of Domestic Trade and Tourism, Joan Mesquida, who was joined by Carmelo Ezpeleta, CEO of Dorna Sports.

Of the 53 million foreign tourists who have visited Spain, 85.3% had already done so previously. This was taken into account to launch a social networking strategy under the concept of "Spain Addict", which offers tourists the opportunity to become ambassadors of the brand "Spain", by recounting their personal experiences while inspiring others travelers. To this end, the platform was created, where those experiences are put together in pictures, videos and messages.

The launch of this website will be supported by an advertising campaign featuring the new ambassadors in the United Kingdom, Germany, France and Italy. In the campaign, the three Champions of 2010 in MotoGP, Moto2 and 125cc, Lorenzo, Elías and Márquez describe their favorite cities and places of Spain, and reveal their preferences in areas such as leisure, gastronomy and culture.

Other personalities, such as Ferrán Adriá, or team members of Real Madrid Cristiano Ronaldo Kaká, Benzema, Marcelo, Khedira, Özil, Sergio Ramos, Di María and Xabi Alonso also have participated as volunteers in this online campaign, which includes the tagline "I need Spain" and in 2010 reached about 470 million hits.

MotoGP, 2011

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