We used “Spain Addicts” to convince our target to come to Spain (instead of alternative destinations) to discover its wide attractiveness by giving them a voice in all the channels where Tourespana communicates:-A dedicated online platform linked to a Facebook application let addicts upload videos and comments about their trips to Spain and immediately share with friends- Sponsoring a Bollywood successful production (Zindagi Na Milegi Dobara)-Events in London’s Regent St. where the National Football Team’s World Cup was exhibited-Agreements with famous brand ambassadors like Ronaldo, Ozil, Benzema and premiere sport properties (Spanish teams: Real Madrid, Liverpool FC, World Motorcycling Championship) and Ferran Adriá-MotoGP experiential campaign in the Japanese Grand Prix; all-star event in Los Angeles featuring Real Madrid’s players; famed chef José Andres and Spanish actors or Ferran Adriá’s cooking clinics in China and US-TV spot, OOH and print in 38 countries

- The number of tourists grew by 7,6% in 2011 (4 million tourists), almost doubling the worldwide estimated average for 2011 of 4% (according to the World Tourism Organization (UNWTO)- The total average visitor expenditure grew by 7,9%- Reached an overall number of more than 800.000 brand ambassadors (doubling the number of fans of the second country with the highest number of “followers”)