Rolled out at scale across the Madrid network, the campaign immersed travellers in a country with exceptional biodiversity. Corridor walls were covered with large‑format panoramas combining towering volcanoes, tropical forests and iconic cultural sites. At every stage of the journey, the visuals encouraged discovery and escape, inspiring passengers to consider Guatemala as their next destination.
As a partner in the operation, JCDecaux Spain multiplied touchpoints along the passenger journey to ensure optimal visibility for the campaign. Thanks to extensive coverage of the metro network, “Visit Guatemala” accompanied travellers from platform to corridor, delivering effective message repetition and stronger recall.
