The Ministry of Foreign Affairs, EU and Cooperation, through the Secretary of State of Global Spain, has allocated just over 18,000 euros to finance the campaign Spain for Sure with which it is sought to promote the image of Spain internationally.

This has been revealed by the department headed by Arancha González Laya in response to a question formulated by Junts deputy Mariona Illamola, interested in the budget for the new campaign that it was launched in mid-March, after a similar one in June 2020.

According to the Government’s response, the secretariat headed by Manuel Muñiz “has contributed financially to the production of the campaign with a budget of 18,088.62 euros, which is equivalent to a part of the total cost of the campaign.” This is the first economic data offered by Foreign Affairs, since when the campaign was launched your budget was not detailed.

To the financing of the campaign “fruit of the public private collaboration“, adds the answer, other participating entities also contribute such as the Spanish Confederation of Business Organizations (CEOE), the Chamber of Commerce of Spain, the association

Multinationals by Brand Spain and the Leading Brands of Spain Forum.

The market cost would be higher

In any case, the Government emphasizes that “the cost in market terms of the campaign would have been much higher than the disbursement made, since several organizations such as Radio Televisión Española (RTVE), AENA and ADIF have joined by giving spaces without compensation, thus helping to multiply their diffusion. own resources”.

Regarding the objective of the campaign and its priorities, for which Illamola was also interested in another parliamentary question, the Executive explains that, like the previous one, it seeks to emphasize “the strengths of Spain to regain international confidence in the social and economic fields “.

Choice of foreign personalities

“If Spanish personalities from the fields sports, cultural, gastronomic and business, which launched a reputational message of the country and with a factor of attention to the tourist dimension of Spain, in this second wave international personalities who live and have developed part of their careers in our country have participated “, explains the parliamentary response.

Choosing foreigners residing in Spain, like the Atlético de Madrid coach Diego Pablo Simeone or the violinist Ara Malikian, it is due to the fact that “during the last decade we Spaniards have valued ourselves below how they value us in the rest of the world,” the Government maintains. Faced with this, the new faces “speak, without pre-established scripts, about why they chose our country to live, work or enjoy themselves.”

In his explanatory statement in both questions, Illamola mentions some reports critical of Spain at the international level and mentions in particular the “political prisoners” Oriol Junqueras, Joaquim Forn, Josep Rull, Raul Romeva and Dolos Bassa.

In addition, he stresses that “the campaign faces the great challenge of having to build a story that it manages to overcome the management of the pandemic by the Government which, due to its associated worst results in Europe in contagion and its economic impact, has resulted in a worse international image of the State “.

According to the Junts deputy, “he also faces the Effects of the escape of the King Emeritus to other “exemplary democracies” to avoid being judged for corruption in their own country “with which” the list of negative effects on the international image of the State continues. “


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