Turisme CV has installed sensory urban furniture in Madrid that will allow the people of Madrid to get to know the Valencian Community through smell: oranges, the sea and the typical wood-fired paella, will be the aromas that will intoxicate the city.

This action contributes to the constant concern of Turisme Comunidad Valenciana in promoting measures that work on inclusive tourism, also from communication campaigns, in this way the people of Madrid will be able to learn more about the aromas of the region and value it as a destination for their next vacation .

Sensory marketing revolutionizes the streets of Madrid with billboards that evoke the Levantine land. Turisme intends to promote national trips to the Valencian Community through the most recognizable aromas of the region: Mediterranean Sea, orange trees or the typical wood-fired paella, remembering its charms and transporting all the people of Madrid to the terreta.

The nature of the campaign, olfactory mupis, allows it to be accessible to all passers-by, with special attention to the blind. The action has ten mupis distributed through the streets of Madrid that have a system that allows the aforementioned aromas to be diffused.

Inclusive tourism is one of the commitments of the 20-25 strategic plan of Turisme CV, thanks to this creative campaign, the attention of the citizens of Madrid, who represent 30% of national tourism to the Valencian Community, will be captured through the smell, inspiring them to travel to the Levantine territory taking advantage of the fact that summer and heat are approaching.

This action is part of the tourism promotion campaign that Turisme CV has underway in collaboration with the Zenithbr agency. According to José María Rubert, CEO of Zenithbr: "At Zenithbr, the leading media agency in our area of ​​influence, we work to offer experiences that add value to both companies and the public that experiences them."