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"The Month of Colombia in Madrid" held by PROCOLOMBIA at the National Geographic store in the Spanish capital during last May and June, was third place at the Territorio & Marketing awards in the international category, awarded today in Barcelona.
The awards acknowledge entities and institutions that have best applied marketing when promoting their territories, and they have been organized by Mas Cuota, the marketing consulting firm.
Between May 21st and June 21st, PROCOLOMBIA developed a comprehensive promotion campaign that involved both the media, presence in the Madrid Metro System and even a bus that drove through the main streets of the city carrying the image of the main tourist destinations in Colombia to every corner.
The National Geographic store facade located in La Gran Vía in Madrid, had an interactive display window that showed adventure tourism videos in Colombia. These videos also showed photographs, documentaries and there were Colombian food tasting activities.
The store also had traditional Colombian attires, such as that of the Paisa Arriero, the Chapolera, the Palenquera, and the Marimonda, among others.
"This strategy reached at least 30 thousand people that visited the store every month, locals from Spain and from other European nations and we focused promotion of nature, tourism, adventure, cultural, sun and beach, and well being tourism", mentioned Maria Claudia Lacouture, chairwoman of PROCOLOMBIA Colombia.
This strategy began with the support of the Tourism Fund of the Ministry of Trade, Industry and Tourism, and was replicated in London, between July 19th and August 16th, at the National Geographic store of that city.
In 2011, Spain was the first country to send European tourists to Colombia and is the seventh world. According to information from the Ministry of Trade, Industry and Tourism, last year 88.383 Spaniards visited Colombia, 9.3% more than in 2010.
Colombia was third place among 120 proposals submitted for this award and after a pre-selection of 48 finalists.
