When your one-on-one happens over Rioja and tapas
About the project
Madrid’s tourism board partnered with Envisionit and two other agencies to launch a global campaign aimed at boosting B2B travel and business tourism to the city—a market where Madrid had historically underperformed.
Created a brand campaign in partnership with IFEMA Madrid, the city’s leading convention organization
Designed across social, programmatic, email, and print formats
Contributed original photography while on a three-month working holiday
Developed a visual and verbal system that highlighted Madrid’s unique blend of business and pleasure
Design process
The campaign centered on a clear message: Madrid isn’t just for leisure—it’s a city where business trips can actually feel inspired. We landed on the tagline “Translate your business into something Madrileño”, and built a series of playful, visually rich executions around it.
The creative leaned into bilingual business puns and visual juxtapositions. We identified a dozen different target features, from cuisine to shopping to art—and the most sacred of all things: fútbol. For example:
“Our favorite low-hanging fruit” paired with luscious Spanish grapes
“How we run our one-on-ones” set in a Michelin-starred dining room
“We’re always happy to circle back on that” underscored by the drama of flamenco
I also captured original photography across the city and surrounding region—balancing lifestyle, architecture, and detail shots that reinforced the campaign’s blend of tradition and modern energy.
Outcomes & impact
Despite a fast-moving client and shifting deliverables, the work succeeded in reframing how Madrid presents itself to the business travel world. The visual language helped move the campaign beyond convention—and gave it personality in a sea of overly corporate B2B marketing.
The campaign creative was used across digital, social, and event placements in both Europe and the U.S., and played a role in positioning Madrid as a city where business doesn’t have to feel like business.