‘CITY OF HUGS’: Campaign to improve Madrid’s image to boost tourism in Spain

MADRID is being hailed as ‘the city of hug’ as part of a campaign to promote the capital’s hospitality and reception image.
The ‘Madrid embraces you’ initiative, which is being spread across Spain, as well as internationally in the UK, France, Italy, Germany and Portugal, aims to highlight the lifestyle of the city together with its tourist and cultural attractions.
In a statement, the City Council invites people ‘to discover the city and enjoy the spirit, which is more endearing, sociable and human’.
Taxis in London are promoting the campaign bearing advertisements which read ‘Madrid embraces you’, as are buses that run through the historic centre of Paris, urban buses in Frankfurt, while there is a circuit of digital displays on the Berlin subway.
In Spain, promotional material will be broadcast until December 31 in more than 450 screens in shopping centres, AVE train stations, and other public locations.