This is how the poster pasting went for the "¿Y Ahora Qué?" tour by Alejandro Sanz in Madrid
Alejandro Sanz fills stadiums, and when he announces a tour in Spain, Madrid is one of the stops that most people wait for. The announcement of the “¿Y Ahora Qué?” tour had to be on the street, and that’s where we come in: in poster pasting. A job that is seen on the sidewalk, without anyone having to look for it.
The announcement, at street level
The “¿Y Ahora Qué?” tour arrives in Madrid. The concert will be on 20 June at the Riyadh Air Metropolitano stadium and tickets go on sale on 9 October. All that information, along with the official website www.alejandrosanz.com, is what we had to put in front of the people who pass through the city every day.
And that’s exactly what poster pasting does: take the message to the place where the person is, not where the algorithm says they should be. The image shows the result, with the poster placed on an advertising pillar and the message of the tour and the city visible to anyone who passes in front.
How a job like this is organized
Behind some posters on the street there is coordination work that is not seen. These are the points we take care of in every campaign:
- Choosing urban media with visibility, such as the advertising pillar shown in the photo.
- Placing the posters with the key information: the tour, the concert date, the stadium and the notice about the ticket sale.
- Including the official website so that whoever sees the poster can find out more.
- Then going back to check that everything is still in place and in good condition.
It’s a job that’s easy to explain and hard to do well. If the poster is placed in a spot where it can’t be seen, it’s useless. And if it’s placed badly, it lasts two days.
Why it works to sell tickets
A concert of this size has a lot at stake in the weeks before the launch. Street marketing helps right at that moment, when you have to get a date into people’s heads.
- Proximity: the message appears when the person is on the street, without filters or clicks.
- Recall: seeing the same poster several days in a row fixes the date and the name of the tour.
- Urgency: announcing on the street that tickets go on sale on 9 October pushes people to act.
- City: the whole of Madrid becomes a showcase for the artist.
For a tour, a festival or a concert, the street poster is still one of the formats that gives the most return for what it costs. It reaches people who don’t follow the artist on social media and who, nevertheless, stop to read it on the way to work.
If you are preparing an event, a launch or a tour and you want the city to find out, write to us. We take care of the poster pasting from start to finish and make sure your campaign is seen where it needs to be seen.