In fierce competition with Barcelona to attract foreign direct investment, the investment agency of the regional government of Madrid (Invest in Madrid Agency) commissioned Bloom Consulting to develop and implement the launch of a new Place Brand for the City. The objective of the strategy was to portray Madrid as an international hub for commerce and innovation.
Together with an external team of creative directors, Bloom Consulting created a targeted printed media campaign conveying the “Strong Soft Facts” about Madrid as a top lifestyle and investment destination. The campaign was designed around the concept of “reinventing the language of business,” in order to reflect Madrids aim of initiating a new attitude towards the City as a business hub.
Bloom Consulting contributed in the development of new definitions for business terms:GDP, for example, was redefined as “Growth Defined by Productivity,” highlighting the efficiency of Madrid’s workforce. These terms were the basis for a set of communication strategies that were created with the intention of being published in top international printed media outlets, including The Economist, The Wall Street Journal and The Financial Times.
