Education · Madrid
A unique educational launch that required high-quality media coverage within less than a month.
The Centro Superior Música Creativa was launching Madrid’s only master’s degree in flamenco performance — a higher education programme with no equivalent in Spain, combining academic rigour with artistic tradition. The project deserved media attention, but the timeframe was extremely tight: less than a month to organise the launch, invite the media and stakeholders, and secure high-quality coverage in the general, cultural and specialist press simultaneously.
The key decision was to structure the communication campaign in two distinct phases, each with its own logic. First, to organise a physical event that would lend the project credibility and media visibility. Then, to use that momentum to drive digital adoption of the app.
The idea of launching the digital campaign directly, without a physical anchor point, was ruled out. Without that moment of public legitimacy provided by the Fair, the online campaign would have lacked the context and sufficient visibility to operate across three markets simultaneously.
The coordination between media relations, event production, social media and programmatic advertising was not tactical but structural — each element depended on the others to function.
Incógnito devised the outreach strategy and mobilised its network of media contacts to ensure high-quality attendance at the event. The outreach campaign was reinforced across multiple communication channels to secure attendance from journalists, institutions, influencers and industry professionals.
A press release was drafted and distributed, and interviews were coordinated both during the event and in the days that followed, covering print media, radio and television. A team of senior generalist professionals led the project and coordinated all public relations activities.
A public relations campaign carried out in less than a month that generated media coverage far exceeding the scale of the project, featuring coverage on television, in the mainstream press and in specialist media.
