Madrid taps Grupo Bassat for international campaign

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[Madrid, Spain] The city of Madrid has tapped WPP Group's Grupo Bassat Ogilvy to handle an international marketing campaign to draw tourists to Spain's capital. Jesus ValderrabĀ no, Bassat's general manager, denied that the TV, outdoor and print ads that will run in Europe and Asia this summer is part of a campaign to boost Madrid's bid to host the 2012 Olympic Games. Bassat beat two local agencies, Revolution and SM2, in a pitch. "This campaign is to promote Madrid with tourists only and to boost its international image," as a modern city with many interesting attractions, Mr. ValderrabĀ no said. Two TV spots chronicle a visitor's stroll through Madrid's main monuments and cultural sites, including the world-famous Prado museum and the Ventas bullfight ring, as well as Madrid's notable nightlife, he said.
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