The Spanish Tourist Board has appointed Media Planning Group Madrid to handle its €42 million (£3 m) global media planning and buying businesses.
The agency pitched against Mediaedge:cia and Carat. MPG previously handled the offline business but will now work on both online and offline.
It will manage the account in association with sister-on-line and digital specialist network Media Contacts.
MPG is working on a strategy to promote Spain’s image as an international tourist destination. The campaign will be launched in 34 markets.
Spain’s popularity as a destination for UK visitors is slipping due to the strength of the Euro against the pound. The country has been trying to attract visitors through promoting its culture and heritage rather than just its sunshine and beaches appeal in recent years.