The Spanish Tourism Institute has presented its new campaign to promote Spain abroad, highlighting the need to promote the country’s image in order to attract international tourism. The Spanish Secretary of State for Tourism, Joan Mesquida, revealed the main lines of the new campaign, which will run under the slogan ‘I need Spain’.

The campaign exemplifies the need to coordinate the messages that our country sends abroad and to working to give the Spain Brand an attractive positioning.

The country brand, an intangible asset, must be managed in an efficient and coordinated manner, preventing dispersed messages. It must also harness the potential of the many famous Spanish sports personalities, Spanish gastronomy and companies and institutions with international recognition whose international presence may help to promote the Spain brand.

The 7.5-million-euro campaign will run in 40 countries and will reach a target audience of 400 million. An additional 42 million euros will be spent on advertising inserts.

Specialists such as the writer and film director Julio Médem and the photographers Erik Almas and Ale Burset have worked on the campaign.

Moreover, Ferrán Adriá, Gisela Pulido, the Spanish Basketball Team, Spanish MotoGP riders and Spanish members of Liverpool F.C, as well as other leading figures, will act as ambassadors for the Spain brand.