Proa Comunicación's Campaign for Madrid SnowZone, Recognized Among the Best of 2018

Top Communication has recognized the marketing communications campaign of the 2nd National Winter Sports Awards, carried out by Proa Comunicación, as one of the best of the year. Marked in the category of Culture and Entertainment, the campaign was developed during the months of September, October and November of 2018, achieving media coverage valued at more than 100,000 euros.

The proposed strategy to achieve this objective was developed around two fundamental aspects. The first was the relevance of the winners and the second was the need to strengthen the brand and promote winter sports.

Campaign Implementation

• Campaign to raise awareness among clubs, resorts and the various regional federations with the aim of increasing the number of entries for the awards. Through specific institutional communication actions, the campaign was targeted at these audiences with the aim of achieving a higher number of nominations compared to the first edition of the awards.
• Publicity campaign carried out in sports clubs, ski resorts and between different regional federations with the aim of maximizing participation in the upcoming contest. Through specific actions of institutional communication, the campaign was directed to these audiences with the aim of garnering a larger number of candidates with respect to the first edition of the awards.
• Institutional campaign, due to which María José Rienda (first woman to chair the High Council of Sports) and representatives of the Spanish Olympic Committee attended the event.
• Creation of the storytelling of the event, which in 2018 acquired special notoriety due to the Olympic medal won by Regino Hernández at the Pyeongchang Winter Olympics. For this reason, the event focused on two particularly emotional moments: the tribute show on the slopes (broadcast by RTVE) in which the slalom and alpine skiing descents of Paquito Fernández Ochoa and Blanca Fernández Ochoa were emulated, and that of Regino himself in snowboarding, thus paying tribute to Spain's three Olympic medals.
• Creation of an effective background story to the event's presentation, which in 2018 gained special notoriety for the Olympic medal won by Regino Hernández at the Pyeongchang Winter Olympics. For this reason, the event highlighted two especially emotional moments: The tribute show on the ski slope (broadcast by RTVE) emulating the descents in slalom and alpine skiing of Paquito Fernández Ochoa and Blanca Fernández Ochoa, and that of the owner Regino in snowboarding, paying homage to the three Olympic medals of Spain.
• Post-event coverage focused on the winners, with a special emphasis on the figure of Regino Hernández.

This campaign is the second award-winning campaign of Proa Comunicación after the one carried out for DegussaThe new shop, which has managed to double the number of visits and sales in the shop, as well as the company's online sales.

This campaign Proa Comunicación second recognized and awarded campaign after the one designed and implemented for Degussa, the latter managing to double the number of visits and sales to the establishment, as well bolstering as the company's online sales.