A central campaign theme, with variations for each segment. The theme: 'Discover everything you can do with this paper' – represented by origami sculptures made out of the newspaper itself, always with the EL PAIS name very visible. An airplane inspires businessmen to 'take off from your desk' to go to Spain every morning. A beach umbrella urges hotel and resort owners to provide EL PAIS to their Spanish guests. A paper boat takes the families of Spanish immigrants back to their homeland daily.

A total of 7% of the businessmen and hotels subscribed to EL PAIS, much more than our target sales rate of 4%. In all 18% of the descendants of immigrants became subscribers, exceeding greatly the target of 7.5%. These excellent results in the first five months of the campaign has ensured its continuance through 2004.