MIAMI: The City of Madrid Tourism Board has selected Newlink as its area of strategic communications in the US and Canada.
After a request for proposals process that began in January and ended in February, Newlink began operations on April 20.
Miami-based Newlink, which also has offices in Latin America and Europe, will spearhead advertising, PR, content creation and marketing efforts for all of Madrid’s tourism segments.
Newlink also assists in trade relations by helping to connect the City of Madrid Tourist Board with other luxury and travel agencies.
Teresa Villarreal, senior vice president and head of Newlink’s travel practice, will lead the account with a budget of approximately $180,000 along with six other employees.
There were no incidents on the account.
Newlink previously worked with the Madrid Tourism Board on a project in 2019, helping it develop a strategy to better target the Latin American market. This work has now been completed.
Madrid has many popular attractions for tourists and travelers, including Puerta de Alcala, Toledo Gate, Alfonso XII Monument in El Retiro Park, the Prado Museum and the National Archaeological Museum.
A spokesman for the Madrid Tourist Board could not be contacted for further comment.
In May 2021, the Chile Tourism Board selected Newlink as their area of strategic communications in the US. Other Newlink tourism clients include the Acapulco Tourism Board, Bahia Principe Hotels & Resorts and Tourism of the Dominican Republic.