Iberia and the Madrid Regional Government collaborate for a new jointly-produced flight safety video that will be shown aboard the Spanish airline’s more than 18,500 long-haul flights between Madrid and overseas destinations.
The new video is aimed at promoting tourism in the Madrid region, by showing images of such popular sites as the central square of the town of Chinchon, Madrid’s Retiro Park, and the palace-monastery of El Escorial, where most Spanish kings are buried.
The Madrid Region’s Tourism Director, Carlos Chaguaceda, highlighted the success of Madrid regional government Tourism strategy as “Madrid has been the Spanish region with the highest increase in international visitors (by 19%) and is also leading the ranking of income coming from Tourism and also of the average daily income in Spain”.
Each year about six million people aboard Iberia’s long-haul flights watch the safety video as they fly to or from the airline’s some 30 long-haul destinations in Latin America, the US, Asia, Africa and the Middle East.
The city of Madrid is the final destination for only about a third of these passengers, since the rest continue their trip to other cities in Spain or throughout Europe. The aim of this video is to interest the other two-thirds in what Madrid and its region have to offer.
“The footage of Madrid surprises customers who don’t expect to see such images in a safety video. The video is very modern but also very familiar, just like Madrid itself, which welcomes visitors like old friends”, said Iberia's Senior Manager for Brand and Marketing, Gemma Juncá.
Brand campaigns in China and Japan
Iberia and the Madrid Regional Government have also unveiled their new advertising campaigns for China and Japan, in which citizens of the two countries are invited to experience Madrid and its unique combination of classical European culture and the passion of Spanish folklore.
The advertising campaigns have been displayed on advertising hoardings, as well as on printed and online media and they have had major impacts in both Shanghai and Tokyo citizens. Through social media – Facebook and Twitter in Japan, WECHAT and WEIBO in China – the campaign reached more than 6 million people.
Iberia launched its Madrid-Shanghai route a little more than a year ago, and began flights to Tokyo last October. It now offers a total of some 90,000 seats to the two Asian destinations.