Gold Award in the MICE category at the African and Turkish International Tourism Film Festivals
Jane meets Madrid showcases the diverse, top-quality range of amenities of Madrid for any sort of event and the commitment of the professionals who make up its tourism industry.
Less than three months have passed since its release but the video Jane Meets Madrid: A Path to a Unique Experience, which promotes MICE tourism in the Spanish capital, has just won two more international awards.
Produced by the Tourism Department to showcase Madrid’s capacity to host major professional meetings, it was recognised with the Gold Award in the MICE (Meetings, Incentives, Conferences and Exhibitions) category at the African and Turkish International Tourism Film Festivals.
These awards are in addition to the one the video received at the 21st edition of Berlin’s The Golden City Gate festival, which it won on 17 March, the same day it was officially presented at the annual assembly for partners of Madrid Convention Bureau (MCB).
This success ensures Madrid’s continued position at the top of the 2021 global MICE tourism ranking published by the International Committee of Tourism Film Festivals (CIFFT), the circuit that brings together the top tourism festivals from four of the world’s continents, giving visibility to the segment’s best videos.
The story
Jane Meets Madrid is a video that promotes, at the international level, an image of Madrid as a top city destination for MICE tourism. It showcases two of the capital’s best attributes in this area: its diverse, top-quality range of amenities as a venue for any sort of event and the commitment of the professionals who make up its tourism industry.
In this regard, and given that the video was produced on the initiative of and in partnership with Madrid’s tourism sector, the Turkish award was collected by Madrid Convention Bureau and a representative from one of the Madrid-based companies that promoted and took part in the video. Rías Baixas, La Palma and Valencia are other Spanish destinations that received awards in the same category as Madrid at this edition of the festival, and Extremadura and Ibiza were given awards in the Tourism Destinations – Regions category.
Madrid, a benchmark for tourism promotional videos
With these sorts of productions, the Tourism Department continues to position Madrid as one of the leading city destinations for the creation of tourism promotional videos. In this new era for the industry, such videos are a key tool that contributes to promoting tourism brands and reviving the travel sector.
This video promoting Madrid as a destination for MICE tourism is in line with some of the pillars of the Spanish capital’s new Strategic Tourism Plan, which identifies such tourism as one of the specialised services that play a key role in helping to position Madrid as a leading tourism destination. The plan is also committed to furthering public-private partnership. One example of this commitment is MICE Meets Madrid, a supplementary video which contains interviews of people who took part in Jane Meets Madrid and focuses on showcasing the realities of the sector at the time it was filmed.
A unique experience in Madrid
The video shows a fictional inspection visit by an agency to Madrid and its experience organising and staging an event in the city. The plot takes a first-person perspective, focusing on Jane’s experience and the process of choosing hotels, meeting rooms and different options for organising some of the meeting’s events. It also shows the efforts being made by the Spanish capital to adapt to and comply with all recommended safety measures and protocols.
The work carried out by MCB as an organisation specialised in promoting Madrid as a destination for professional meetings, the professionalism and warm welcome of the people who comprise the city’s tourism industry and some of its unique features, such as its climate, its people and the incredible places it holds, are other factors that make Jane’s trip to Madrid a singular experience that enables her to hold an event guaranteed to succeed and ensures she will carry a piece of the city in her heart. /