When Football becomes a national Brand Ambassador

In 2006, Travel and Tourism (T&T) contributed 10.3 percent to world
GDP, had 12 percent of global investments and 8 percent of all jobs (WTTC, 2007; Arnold, 2007). Recently, Travel & Tourism forecast to pass 100m jobs and $2 trillion GDP in 2012. Travel & Tourism is set for a milestone year as the industry’s direct contribution to the global economy is expected to pass $2 trillion in GDP and 100 million jobs. According to research by the World Travel & Tourism Council (WTTC), the global Travel & Tourism industry will grow by 2.8% in 2012, marginally faster than the global rate of economic growth, predicted to be 2.5%.
This rate of growth means that Travel & Tourism industry is expected to directly contribute $2 trillion to the global economy and sustain some 100.3 million jobs. When the wider economic impacts of the industry are taken into account, Travel & Tourism is forecast to contribute some $6.5 trillion to the global economy and generate 260 million jobs – or 1 in 12 of all jobs on the planet.

Competition is fierce and constantly changing with 194 nations clamoring for a share of the tourist’s heart, mind and wallet. This indicates a need for a more strategic approach to branding as brand position leads to greater economic value (Matear et al., 2004; Davis,2002), growth and welfare. On the other hand, a key premise of nation branding is that "the reputations of countries are rather like the brand images of companies and products, and equally important" (Anholt, 2007, p. xi). In a similar pace of thinking, Branding is now widely acknowledged as a potent tool for companies to use to their advantage in achieving competitive strength in the market, as it generates value both for the producer and consumers (Keller, 2003). Clearly, the strategic power of brands has triggered a plethora of studies in the field, with the aim of exploring branding from various perspectives, enriching understanding of the issue through the development of a variety of concepts such as brand image, brand identity and brand personality (e.g. Aaker, 1996; Carpenter et al., 1994; Kapferer, 1992; Upshaw, 1995).

What if Footballers (e.g. Real Madrid) were presenting themeselves as part of an integrated communications campaign aiming at generating and enhancing a brand competitive image that of Madrid, Spain - a country with immense financial issues.

Legendary football club Real Madrid had signed a deal to promote Spain and Madrid as tourist destinations. The marketing campaign “Visit Spain, Visit Madrid” shows all of Real Madrid’s star players, like Cristiano Ronaldo act as "Brand Ambassadors" for both the Spanish capital and the country as a whole.

What indeed wonderful news for a Real Madrid fun!
Real Madrid football club to sponsor the Mininsty of Industry, Tourism and Commerce as well as the Community and City of Madrid.

Casillas, Ramos, Kaka, Di Maria, Ozil and Benzema were all on hand as Real Madrid unveiled its latest sponsorship deal with the Ministry of Industry, Tourism and Commerce as well as the Community and City of Madrid that will see the club promote Spain at both international and domestic levels under the slogan "Visit Spain, Visit Madrid".

Florentino Perez:
"Our history and legend have made Real Madrid a universal team, but its grandeur begins in Madrid and Spain. For over 100 years it has been one of the most relevant references of this country and we have proudly carried the Madrid name around the world. We humbly accept this responsibility and we will carry it out with hard work, talent and commitment; values that identify with Madridismo."

Community VP Ignacio Gonzalez:
"We are grateful to this club because it will wear the Madrid and Spain logo everywhere it goes. We are also fortunate in that this Community boasts the best team in the world."

Mayor Alberto Ruiz Gallardon:
"This city's most important asset, and that which we feel most proud of, is Real Madrid and its values, which is what we want to promote around the world. In large part it belongs to all Spaniards, because you are ambassadors of Spain."

Minister of Industry, Tourism and Commerce Miguel Sebastian:
"Real Madrid is an icon of Spain. It is a winning team and one of the most visible clubs on an international level, but what we must promote is its culture of hard work and the excellence in its genes."

Tourism authorities expect the three-year agreement will reach a potential audience of over 300 million people because of Real Madrid’s worldwide fan base. A Spanish Tourist Office spokeswoman had commented after the agreement was secured: "This is a ground breaking agreement in which both Madrid and Spain will be promoted internationally through one of the most renowned clubs worldwide promoting both tourism brands to all corners of the globe". He emphatically stressed that: "The agreement, valid for three years, will allow the public institutions to use the main players of the club as "Spain and Madrid Brand Ambassadors" in various international advertising campaigns. The agreement also provides for the utilisation of advertising space in each of the official matches in the league and the Cup to be held in Santiago Bernabeu Stadium organised by Real Madrid.”

In parallel, the Valencia Region Tourist Board has launched a new five million euro (£4.4 million) global marketing campaign to promote the destination – including the Benidorm, Valencia Terra i Mar, Costa Blanca and Castellon brands – both nationally in Spain and internationally in key markets including the UK.
Using the strapline "Intense experiences must be shared", the two-year multi-media campaign is centred around the traveller as generator of content and key influencer through the use of social media. It combines innovative online, social media and street marketing with traditional media advertising and Public Relations best practices.

Regional Tourism Minister , Belen Juste, explains: "Travellers nowadays like sharing their holiday experiences with others on Facebook, Twitter, YouTube or Flickr; they read other people’s comments or travel blogs before planning their holiday; and use their mobiles to stay informed and connected before, during and after their trip. Our new campaign reflects all this, building on some of the initiatives that we have already introduced, such as blogger fan trips, mobile apps and advergames".

Nation Branding in two different rather innovative forms.
Most significantly, both branding approaches give us an indication that the classical, traditional communication campaigns in Tourism have long passed away.

Nations have got a precious product - tourism - to sell and they need to do it well if and only if they still want to remain competitive in such a fierce market.!!