The brand Colombia took over the National Geographic stores in Madrid for one month, supplying them with crafts, guides, books, photos , paintings and Colombian food.
An extensive cultural schedule which included lectures, destination presentations , activities for children, musical performances, salsa lessons , coffee tastings and photographs was also organised.
In addition, different external activations were created to generate traffic towards the store.
We created and developed an interactive showcase with a rafting game that allowed passersby to virtually go down the rapids of San Gil; It consisted on paddling and moving around obstacles for a certain time .
We made demonstrations and salsa classes through the window of the store of National Geographic. Hearing aids were distributed among the participants to listen to music and guidance of teachers across the window.
We built a replica of the typical coffee house in the Plaza de Callao in Madrid, where passersby received hats and moustaches to take a picture with Juan Valdez and then a tasting of Colombian coffee. To encourage traffic to the store, people had to claim their photo printed on the National Geographic store.
There was a “Colombia bus” that made a tour of Madrid, giving food tastings and Colombian drinks