This campaign was designed to bring the Rock in Rio music festival to Spain, a huge music and entertainment event featuring an impressive line up with some of the biggest names in the music word. Rock in Rio Madrid brought together 70 artists in 5 days and gathered more than 290 thousand people to the place of the event, the City of Rock.

Before the festival, we invited the press to visit the event venue. Some key people such as Alejandro Sanz, the local mayor, and the mayor of Rio de Janeiro were present. To avoid any information gaps, on a monthly basis we fed the local press with regular updates, drew attention to a social project incorporated into Rock in Rio, told them about a visit of the mayor of Arganda Del Rey to the City of Rock, and engaged sponsors etc.By creating interest, the event gained space and prestige in the media.

Rock in Rio Madrid not only had a national impact, but attracted 1,100 international journalists. The event strategy obtained a return of spontaneous media equalling 66 hours and 7 minutes TV broadcast, 50 hours and 6 minutes radio broadcast, and an incredible 91,000 cm² in print media. The average share of TVE (official broadcasting station of Rock in Rio) in Madrid exceeded the goal of 0.6% to achieve 13%. The festival became the most recognised musical event in Spain.