Are you an agency or advertiser interested in learning more about renting spaces for *Street Marketing* in Madrid? This article aims to be an essential guide to understanding the key factors you need to consider.
In a market as competitive as marketing, brands are constantly seeking ways to reach their audiences in a direct, viral manner that leaves a lasting impression.
Street Marketing, or guerrilla marketing, remains one of the most compelling strategies to achieve that. Why? Because it creates direct impact in urban environments and reaches thousands of people daily through well-designed actions that often go viral on social media.
THE RISE OF STREET MARKETING IN MADRID
Madrid, with its high population density and constant flow of people, is an ideal setting for conducting special actions, activations, tastings, sample giveaways, live raffles, beauty and health workshops, and other street-level initiatives.
As the capital of Spain, it boasts a well-developed public transportation network, especially interchange hubs, where the highest number of passengers converge.
These are premium locations not only due to their intense indoor activity but also due to the high vehicular and pedestrian traffic in their surroundings—especially in the large plazas in front of their main entrances.
This makes them strategic points for outdoor advertising with large audiences.
Brands with strong marketing instincts or those closely following international trends have leveraged these spots to launch campaigns that become immersive street experiences.
Not only do these actions disrupt the daily routine of commuters, but they also allow for direct interaction with consumers, product sampling, and real-time feedback collection.
THE PÓRTICO DE CASTELLANA: A PRIME SPOT IN PLAZA DE CASTILLA
The vast plazas in front of the Príncipe Pío and Plaza de Castilla transport hubs are two of the most iconic spots in Madrid for implementing special actions. They are ideal for setting up stands, food trucks, and temporary installations, and for carrying out activations and other Street Marketing strategies, with guaranteed high footfall.
These two exclusive, spacious, and open venues are managed by Clece OOH. The rental includes not only the horizontal space for the activation but also large-format vertical advertising media, like the skylights at Príncipe Pío and the DOOH screens on the columns at Plaza de Castilla. These elements help create immersive and Instagrammable environments.
One of these unique spaces has a name of its own: El Pórtico de Castellana. Strategically located in Plaza de Castilla in Madrid, a business area next to the leaning skyscrapers “Puerta de Europa,” it delivers approximately 17 million weekly impressions, offering excellent visibility for both pedestrian and vehicular traffic.
The roofed and outdoor configuration of El Pórtico de Castellana provides year-round versatility for event hosting, protecting from the elements while maintaining direct public engagement.
Clece OOH also facilitates the logistics: electric connections, permit management, material sourcing, and campaign development support.
KEY FACTORS TO CONSIDER WHEN RENTING STREET MARKETING SPACES IN MADRID
When planning a Street Marketing campaign in Madrid and considering renting a space like El Pórtico de Castellana, it is essential to keep several key aspects in mind to ensure the success of the activation:
1. Target audience
Who do you want to reach with your action? The space’s location must align with your target audience’s profile. Each area of the city attracts specific sociodemographic profiles worth analyzing.
Plaza de Castilla features a diverse crowd, with a high percentage of business professionals and consumers drawn to its bustling commercial activity.
In contrast, Príncipe Pío features the Gran Teatro CaixaBank, a large shopping mall, Cinesa cinemas, a wide variety of restaurants, and proximity to Madrid Río.
2. Features, logistics, and equipment
Not all spaces are suitable for all kinds of actions. It’s recommended they be located in especially attractive spots to ensure the appeal of viral videos and be equipped with all necessary services and permits.
That means electrical outlets, water supply, nearby restrooms, fire prevention systems, strong WiFi/data coverage, protective shading for long-hour activations, loading areas, and storage for equipment (cameras, volumetric displays, construction materials for stands, etc.).
El Pórtico de Castellana, with its spacious covered area of 600 m², is ideal for sampling, stands, food trucks, activations, and more—because it includes all of these essential elements.
3. Visibility and impact
The space must ensure high visibility to maximize your campaign’s impact and achieve strong brand recall.
The exact location is key: central, open, along the main pedestrian route, and oriented toward the flow of foot traffic.
So are the elements that attract attention from even the most distracted passersby: 3D marketing elements, totems, photo booths, and temporary installations.
This is where the eight large-format digital screens on the columns of El Pórtico de Castellana stand out. It’s impossible to ignore the quality of their videos and their power to draw attention to the event unfolding right below.
4. Permits, licenses, and regulations
Make sure to understand and comply with local regulations for conducting Street Marketing in your chosen space—or count on the expert guidance of the space manager. Before organizing a street marketing action, it’s essential to obtain a public space occupancy license or event use permit.
If your activation includes music, loudspeakers, or other sound emissions, you must comply with local time restrictions (generally between 10:00 AM and 10:00 PM) and decibel limits. You may also need a permit for sound use in public spaces.
If your activity involves product sales, sampling, or merchandising, you must request a sales or distribution permit, depending on the type of products.
Civil liability insurance is a fundamental requirement for all public activities. It covers potential damages or accidents that might occur during the activation. Make sure your policy covers personal injury, material damage, and any other incidents that might arise during the event.
If vehicles are used—like food trucks, promotional buses, or other mobile installations—a **temporary parking permit** is also required.
In the case of temporary structures (like stands, stages, tents, etc.), you’ll need an **installation permit**. These might require oversight from **Madrid’s Department of Urban Planning** or **Fire Department**, depending on construction type and associated risks.
5. Integration with other campaigns
Street Marketing can be an excellent complement to other strategies, such as DOOH advertising. Clece OOH offers an Urban LED circuit of large-format LED screens in transport hubs, maximizing visibility and enabling the integration of digital messaging with street-level activations.
6. Sustainability
More and more brands are committed to environmental sustainability. For them—and for meeting documentation requirements aligned with SDGs and certified standards—it’s important to consider which actions have the lowest environmental footprint.
The energy used at El Pórtico de Castellana is 100% sustainable, powering both marketing installations and the eight DOOH screens. This combines innovation with efficient energy consumption.
Using eco-friendly large-scale vinyls, as seen in the 360º Spectacular Marketing skylights of three Madrid transport hubs, also helps reduce environmental impact.
THE SUCCESS OF A STREET MARKETING CAMPAIGN DEPENDS ON LOCATION AND EXPERT SUPPORT
We can confidently state that the success of a good brand activation is closely tied to where it’s carried out and how thoroughly it’s executed. The space manager is best positioned to advise on peak hours, audience profiles, layout and orientation of physical elements, how to enhance virality, and more.
At Clece OOH, based on our experience and deep knowledge of Madrid’s urban environment, we offer close and effective support in executing proximity marketing actions. Our clients highlight our strategic locations, their versatility, and high traffic volume.
If you want more information about renting advertising and street marketing spaces in Madrid’s transport hubs, contact us at info@cleceooh.com.
