The creative strategic solution focused on transforming simple flyers into aircraft of a kind that had never been seen before in an airport: the Spanish fruit and vegetables flying squadron. This unexpected “fleet” of flying squadron-themed flyers proved to be a great hit with the tourists, persuading them to visit the tasting stand, where they were invited to “surrender” to the quality of Spanish produce. The simple and straightforward nature of this concept won over thousands of tourists.

• 500,000 tourists targeted by the campaign: mission accomplished • 75,514 prior misconceptions successfully dispelled (flyers handed out) - English tourists: 28,001 strikes- German tourists: 16,950 strikes- Other foreign tourists: 11,583 strikes- Spanish travellers: 18,980 strikes• In excess of 26,000 tastings• Media reaction: covered by 108 media outlets