Madrid hires to bring in tourists

MADRID: City authorities in Madrid have called in Burson-Marsteller and branding agency Landor to advise on the development of a new city creative identity to lure tourists and business to the Spanish capital.

Madrid, whose international image has been hit by terrorism and racism, is one of five cities bidding to host the 2012 Olympics – and B-M is promoting rival city Moscow’s bid for the games (PRWeek, 30 April 2004).

The agencies are advising on a brand identity and key messages for a promotional campaign for which funding has yet to be agreed by the Madrid City Hall, according to B-M and Landor – both WPP agencies.

B-M Madrid said the city rebrand campaign was not related to the 2012 bid.

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