Atresmedia Events: Brand iniciatives

Atresmedia Events continues to focus on creativity and innovation in the production and organisation of major events. In 2012 it launched five new initiatives which added to classics like the “Ponle Freno” race.

Hundreds of thousands of people have enjoyed the music, film, sport and leisure events run by Atresmedia Events. Equally, dozens of advertisers have associated their images with these events, including companies such as Gas Natural, Energizer, Asics, Ford, Leche Pascual and Movistar.

"Bico", the first of these, extended the range of participants in an unusual sports event, based on the less demanding discipline of the popular duathlon. Over 2,000 people took part in this fun day held in April at La Casa de Campo in Madrid.

Continuing with the promotion of sport, and closely linked to the “El Estirón” initiative, we have the “De marcha con El estirón”. A popular race format for children and their families, which aims to raise awareness about the importance of physical exercise in preventing childhood obesity.

So, on Sunday 20 May thousands of families gathered in the Warner Park Madrid to wait for the starting pistol signalling the beginning of this walk to encourage physical activity in children. After the race, young and old alike also enjoyed the attractions in the park.

With “Fórmula Campus”, another of the events held, Atresmedia Events set the challenge of bringing the experience of a Formula 1 Grand Prix to everyone. As a result, it organised a three-day camp in the vicinity of the City of Arts and Sciences in Valencia, where people could go before and after the race.

Christmas is and will always be a great excuse for new initiatives. Atresmedia Events wanted to create a new children's entertainment area in the mornings during the Christmas holidays. "Navifun" was the name used for this project involving nearly 15,000 people who had fun in the twelve different rooms, with magicians, mime artists, clowns, puppets, storytelling, and music and dance workshops.


Once again this year, Atresmedia Events has boosted the success of what is already known as one of the major events in the popular racing calendar for Madrid. The 4th year of “La Carrera Ponle Freno” again broke its record for the number of participants. The limit of 15,000 runners was reached one week before the race. 

With an open invitation to all kinds of runners, participants and their family members, they again came together to raise money for road safety projects.

The year 2012 also witnessed the holding of the 2nd edition of "Madrid Premiere Week", the first commercial film festival. This time the red carpet was rolled out in both the emblematic Callao Square (Madrid) and in the Kinepolis cinemas to accommodate the nearly 6,500 guests and an influx of more than 10,000 fans who attended the premieres of Amanecer Parte 2, Asterix y Obelix, Fin and Fenómenos.


Another initiative that is gaining prestige each year is the "Europa FM in concert". Under this label, the famous Pitbull, one of the most important international artists on the current music scene, delighted the audience with three large concerts across Spain. More than 30,000 people packed the Pabellón Olímpico in Barcelona, the Palacio de Vistalegre in Madrid and the Plaza de Toros in Valencia to enjoy his greatest hits.

During 2012 Atresmedia Events has also worked on the creation and launch of the first ever "Musicland". A festival where the public could enjoy two packed days of indie, hip hop and electronic music performances.

The organisation of the Fiestas de Móstoles (Madrid) also was entrusted to Atresmedia Events, which was responsible for managing and organising seven large concerts with the highlights including performances by Ana Torroja, Juan Magan, Fangoria and Love of Lesbian.

The most popular music on the internet also entered into the company's portfolio. Atresmedia Events was commissioned to produce YouFest, the festival of the Youtube generation. Two days, four stages, live music, screenings, lectures, extreme sports and the most amazing mashups with the great stars of the Internet took place in Madrid last September.

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