The aim of the campaign presented on 18 June at the Prado Museum is to remind the world that values such as
effort, resilience and, above all, reliability and security, have remained and will remain unaltered despite the impact of the pandemic on our country. That Spain is a country you can trust, a country you can believe in, a safe country.
To help convey this message the campaign presents Spaniards who symbolise values that represent Spain and, above all, who are ambassadors of our image around the world, such as the “Honorary Ambassadors of Marca España” which include Rafa Nadal, Pau Gasol, José Andrés, Isabel Coixet, Fernando Alonso, Ana Botín, María Blasco, Sara Baras, Ferrán Adriá, Andrés Iniesta, Edurne Pasabán, Valentín Fuster, the Roca brothers, Carolina Marín and Teresa Perales.
The presentation of the video in the Prado Museum was presided over by Their Majesties the King and Queen of Spain, accompanied by the Minister of Foreign Affairs, European Union and Cooperation, Arancha González; the Minister of Industry, Tourism and Trade, Reyes Maroto; the Minister of Culture and Sport, José María Rodríguez Uribes; the Secretary of State for Global Spain, Manuel Muñíz; the President of the CEOE, Antonio Garamendi; the President of the Spanish Chamber of Commerce, José Luis Bonet; and the President of the Leading Brands of Spain Forum, Ignacio Osborne, among others.
The Prado Museum was chosen for the presentation of this video because it is one of the emblems of Spanish culture that is recognised around the world, and from there, the campaign will be launched internationally via the platforms of all those involved in the project. Including public institutions such as ICEX, Turespaña among others, private businesses and some of the most prominent Spanish companies, all internationally renowned.