For 40 years, “Asturias, paraíso natural” has stood out as one of Spain’s most recognised tourism emblems. To mark this anniversary, the campaign took over the Madrid metro to meet commuters in their daily journeys. Immersed in the very essence of the region through a selection of emblematic landscapes, everyone was invited to discover the natural richness and diversity of Asturias across the seasons.
On JCDecaux España’s digital screens, spectacular views of Asturias, in both summer and winter, brought to life the slogan: “With or without sun, Asturias is a natural paradise.” Combining strong visual impact with an invitation to escape, this campaign aimed to enhance the destination’s appeal among commuters.
