Rincón de la Victoria promotes itself on the London Underground
The municipality takes its tourism campaign to 60 screens across London's transport network and to the World Travel Market fair from November 3 to 5.
FJCG
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Photo: Ayuntamiento de Rincón de la Victoria
Rincón de la Victoria will be promoted for the first time on the London Underground. From November 2 to 5, the destination will appear on sixty digital screens across the Transport for London network, the public transport operator of the British capital, as announced by the City Council.
The circuit is divided into two blocks. Fourteen screens with maximum visibility will broadcast during the busiest periods, from 06:00 to 09:59 and from 16:00 to 19:59, at Leicester Square, Liverpool Street, Paddington and Canary Wharf. The other forty-six are spread across the rest of the network with continuous broadcasting from 06:00 to 23:00 and reach stations such as Heathrow Terminals, King's Cross St Pancras, London Bridge, Victoria, Bank, Embankment, Baker Street, Knightsbridge or Hammersmith, among around thirty locations. In total, the campaign accounts for 108,000 broadcasts and an estimated 285,000 impacts.
The action coincides with World Travel Market London, the British market fair held from November 3 to 5 at the ExCeL venue in the capital. During those three days, the municipal delegation will hold meetings with British tour operators and agencies specialising in cultural and nature tourism to expand the destination's presence in their catalogues.
Segmentation by airports
The social media campaign targets only the areas of influence of airports with direct flights to Málaga. The United Kingdom has twenty-three airports with direct connections, and the promotion prioritises the cities where the greatest air capacity and the highest search volume coincide: London, Manchester, Birmingham, Bristol, Glasgow, Newcastle, Edinburgh, Leeds, Nottingham and Liverpool. The aim is to avoid scattering the message and direct it to those who can travel without stopovers.
The British market is the second international market for the municipality, behind Germany, and the first from outside the European Union. Between January and October 2026, 10,205 British tourists visited Rincón de la Victoria, 10.8% more than in the same period the previous year.
The set of actions is part of the «Más Allá del Verano» strategy, which under the international slogan «Beyond Summer» presents the municipality as an alternative within the Costa del Sol. It is the second time the destination has used public transport for promotion, after the campaign in Berlin last March.
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