Landing – New trends on tourism comunication



Deputy Director of Audiovisual at Madrid Destino

Luis Medina

With more than 30 years of experience in the audiovisual world, he is graduated in Film and Television schools of London and Madrid. He started his career in the Spanish and British general channels such as TVE, Canal + and Channel 4, always linked to advertising productions and programs dedicated to cinema and culture. With the birth of DTT, he was part of the founding teams of chains such as Cuatro TV or Localia Televisión, the national network of local televisions of Grupo Prisa and the thematic channels CNN + Calle 13 or Universal. In 2006 he was part of the creative team and founder of the first European DTT channel that broadcast in 16/9 format, dedicated exclusively to promoting an urban destination at a tourist level, inside and outside our borders. With content translated into 5 languages and broadcast in Madrid hotels with the city's leisure, shopping and cultural offerings. A pioneering publicly owned television channel that ended its broadcasts in 2008. In the last 14 years, he has been responsible for the audiovisual production of cultural and tourism promotion in Madrid, directing the digital transformation of communication at the Madrid stand at Fitur and contributing to the greater impulse and growth of visitors in the city, as well as the image of the Madrid Brand. With 2 European Promax, 1 Latin American Promax and more than 50 international awards in the tourism promotion video genre, his team continues to lead the audiovisual production of urban destinations such as Madrid, innovating and promoting new ways of communicating the values and advantages of visiting one of the cities in our country that receives the largest number of visitors each year.