As a prelude to FITUR 2024, Andalusian Tourist Office showcased its ‘Andalusian crush’ campaign for several minutes at Callao City Lights in an action that was accompanied by an activation in the Plaza del Callao. Specifically, the broadcast featured a live performance by the Cornet and Drum Band Nuestra Señora del Rosario Coronada (Cádiz). More than 130 musicians performed a moving piece in front of the screen of Cines Callao located in the square.

The action managed to attract hundreds of people, achieving a great viralisation on social networks and repercussion in the media. Specifically, more than 3 million impacts during the first week on TikTok and more than 50,000 DOOH impacts in one hour.