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

Top Comunicación 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

  • Campaña de notoriedad entre los clubes, las estaciones y las distintas federaciones autonómicas con el objetivo de sumar participaciones en los premios. Mediante acciones específicas de comunicación institucional, la campaña fue dirigida a estos públicos con el objetivo de lograr un número mayor de candidaturas respecto a la primera edición de los premios.
  • 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.
  • Creación del storytelling del evento, que en 2018 adquiría especial notoriedad por la medalla olímpica lograda por Regino Hernández en los JJOO de Invierno de Pyeongchang. Por este motivo, el evento centró el foco en dos momentos especialmente emotivos: El show homenaje en pista (retransmitido por RTVE) en el que se emulaban los descensos en slalom y esquí alipino de Paquito Fernández Ochoa y Blanca Fernández Ochoa, y el del propio Regino en snowboard, homenajeando así a las tres medallas olímpicas de España.

Esta campaña es la segunda premiada de Proa Comunicación tras la realizada para Degussa, que ha conseguido duplicar el número de visitas y de ventas al establecimiento, así como las ventas por internet de la compañía.

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.

Professor Pablo Fernández, next speaker at the Encuentros Degussa, organized by PROA Comunicación

Professor Pablo Fernández (IESE) will participate in the Encuentros Degussa, organized by PROA Comunicación, with a lecture on ‘Errors of Judges and Lawyers in Finance’ on Thursday, November 8 at 9:00 a.m. at the company’s headquarters (calle Velázquez, number 2).  Professor Fernandez will review the common mistakes he has encountered in dealing with lawyers and judges in more than 150 trials and arbitrations, in boards of directors and in acquisitions. The errors he will analyze are not exclusive to lawyers, but are applicable to many other people of varied training and professional activity.

Pablo Fernández holds a PhD in Business Economics and a Master’s degree in Business Economics from Harvard University. He also holds an MBA from IESE and is an industrial engineer from the Universidad de Navarra (San Sebastián). Before starting his teaching career, he worked as an analyst and financial coordinator for Pepsi Cola in southern Europe (Portugal, Spain, Italy, Libya and Malta) in Spain and also in Rome, at the same time as he combined it with the financial management of the Mediterranean region (Egypt, Turkey, Lebanon and Jordan) and Sudan.

The Encuentros Degussa are stable forums for the dissemination and exchange of ideas with the participation of outstanding executives, academics, politicians and professionals. The aim is to foster a genuine dialogue involving customers, partners, friends and suppliers. These sessions deal with current affairs, economic analysis and others related to Degussa’s activity, investment in precious metals.  These meetings will open in November 2018 with the participation of IESE Finance Professor Pablo Fernández.

To register you can send an email to