Wunderman based the communication concept in the history, culture and traditions of Morocco• The success of the campaign was that, with the different comunications given out at the different moments, participants forgot about their daily routine and got deeply involved in the traditions of this country.• Media strategyBased on the different communications given out throughout the trip to reach our objectives:-BEFORE THE EVENT • Telemarketing action to get the contact of people interested • Mailing with the tickets, agenda and additional information-DURING THE EVENT • Different comunications given in special moments related to each one of the five feelings: touch, hear, sight, smell and taste.-AFTER THE MEETING • thank you mailing, a week later, including a Video Tape of the event.

This campaign had very good results:• Telemarketing action: We had a data base of 200 contacts. During the first 90 calls we obtained the 75 participants needed. 83% effectiveness• A week later, 35% of the participants sent congratulation letters to Iberia and also several thank you phone calls. Over 50% of satisfaction.