2026
Spain
Client: Instituto de Turismo de España, O.A. (Turespaña).
Produced by: MADRE
Agency: IPG Mediabrands (Omnicom)
Category: Country Promotion
Entry Type: Promotional Video
“Think You Know Spain? Think Again” unfolds as a cinematic exploration of Spain’s hidden heart. Through 3 intimate journeys — a solo traveller, a young family and a midlife couple — the film reveals a country far beyond its postcard image. Mist-covered mountains, empty roads and quiet villages frame a slower rediscovery of wonder and presence. More than a journey, it offers a subtle shift of perspective: a portrait of a Spain rarely seen on screen, and an invitation to look again-with new eyes.
To reposition Spain as a sustainable "Slow Travel" destination and challenge outdated perceptions through the claim “Think you know Spain? Think again". The campaign aims to attract higher value visitors to non crowded inland areas, support a more balanced tourism model through geographic concentration, longer stays, and reduced seasonality, as well as to reinforce Spain’s long term sustainability strategy.
It appeals to international travellers who prefer off season trips, authentic lesser known destinations and longer stays, and who demonstrate sustainable, responsible behaviour. The campaign focuses on three key profiles: a 50+ couple (empty nesters), a solo female traveller and a family with a young child.