The three nominations come from campaigns developed by the agency for clients TaxDown, Subway, and B the travel brand
MARCO has once again been named a finalist in three categories at the SABRE Awards, with the awards ceremony date still to be confirmed due to the COVID-19 crisis. With over 25 years of history, the SABRE Awards are among the most prestigious in the public relations industry, recognizing excellence across various competitions worldwide.
The 2020 SABRE Awards EMEA received over 600 entries, acknowledging achievements in branding, reputation, and engagement. Being nominated once again is a significant milestone for MARCO. This year, the agency’s nominations come from its campaigns for TaxDown, Subway, and B the travel brand, competing in the categories «Iberia,» «Digital Campaign,» and «Travel & Tourism,» respectively.
MARCO designed a reputation-building campaign for TaxDown during its key operational period—the income tax filing season. The campaign coincided with the product launch and marked the first time the web application was tested with real consumers in a live tax filing scenario.
The goal was to build the brand’s reputation from scratch, positioning it as a secure tax management platform while effectively communicating its two core features: ease of use and high efficiency in saving money on taxes. To achieve this, MARCO executed an intensive PR campaign, leveraging internal data and the company’s expertise on taxes and taxpayers to produce articles and press releases that gained significant media visibility.
Despite lasting only one month, the campaign generated more than 110 news articles, including 12 exclusive interviews in top-tier print, radio, and TV outlets, positioning TaxDown’s spokespersons as Key Opinion Leaders (KOLs). The campaign reached an audience of over 242,500,000 people and achieved an advertising value equivalent (AVE) of €1,452,321.
#MiOrgullo #MyWay / Categoría ‘Digital Campaign”
MARCO developed an awareness campaign to connect with consumers and share Subway’s brand values related to the Subway Manifesto, leveraging Pride 2019. The #MiOrgullo (#MyPride) #MyWay campaign highlighted Subway’s philosophy and positioned the brand as a company that supports freedoms and citizens’ rights, including the LGBTQI community.
The agency executed a digital campaign, combining social media content with an influencer marketing strategy, aiming to amplify the Manifesto’s message. The Manifesto’s key values were: “PerSonalizable, Único, SaBroso, My Way, Abierto, and SoY”. To further this strategy, MARCO collaborated with six micro-influencers, each representing a different value, aligning with the campaign’s philosophy. The agency created two videos and five visuals for Instagram and Facebook, which were published daily from June 28 to July 6.
The campaign reached its target audience via Facebook and Instagram, generating over 1 million social media impressions and more than 25,000 interactions, while achieving over 45,000 Instagram Story views.
- Ciclo de Cine Viajero B the travel brand / Category “Travel & Tourism”
MARCO developed the communication strategy for the first Ciclo de Cine Viajero B the travel brand, organized in collaboration with the Spanish Film Academy Foundation. The goal was to bring Goya Award-winning films to different parts of Spain. To achieve this, the campaign featured film screenings with renowned actors at historic and touristic landmarks in the 10 most popular summer destinations: Palma, Seville, Valencia, San Sebastián, Gijón, Bilbao, Valladolid, Málaga, Zaragoza, and Barcelona.
In each city, an intensive public relations campaign was carried out, alongside a national launch event in Madrid. The campaign included numerous interviews and one-on-one media engagements with both national and regional outlets, positioning B the travel brand as a leading travel and tourism company in Spain and a brand committed to promoting Spanish culture. MARCO also sent electronic video cards to 50 journalists across the screening cities and produced a promotional video.
The Madrid launch event was attended by 25 key media outlets, and the campaign reached a potential audience of 598 million people, securing more than 150 high-quality media placements. These efforts resulted in an advertising value equivalent (AVE) of over €700,000.