Do you know the “Pórtico de Castellana”? If you live in Madrid, you’ve surely passed by it hundreds of times.
This space, dedicated to samplings, tastings, events, and other street marketing activities, stands out precisely because, despite its location in one of the busiest spots in the capital of Spain, it is not popularly identified as a rental site for special actions. Therefore, the surprise effect and the success of the experience are guaranteed.
But where is it located? In the heart of Plaza de Castilla, right in front of the main entrance to the transportation hub. A premium location that adds millions of impressions every day.
AN EXPERIENTIAL MARKETING SPACE LOVED BY BIG BRANDS
Regular users of the Plaza de Castilla metro and bus lines know that on any given day, they might find stands, food trucks, promotional buses, totems, kiosks, and large advertising elements in this vast outdoor terrace.
The “Pórtico de Castellana” is the ideal setting where all kinds of brands in Spain develop innovative and highly effective marketing events.
Some of the big brands that have carried out their direct marketing actions in this space include Coca Cola, Pepsi, Bimbo, Deliveroo, Lidl, Knorr, Milka, Jaguar, Rastreator, FedEx, Better Balance, Treatwell, Sanofi, Halls, Scotch Brite, Café Royal, Gold Collagen, PeloStop, Yosoy, The Rustik Bakery…
The reasons that make this location a favorite among big brands are its strategic location, exceptional visibility, and versatility in space configuration. Possibly the most effective marketing event space in Madrid.
STRATEGIC LOCATION AND VISIBILITY
The “Pórtico de Castellana” is located in a prime area of Madrid and ensures excellent visibility from all angles, both for pedestrian and vehicular traffic.
The proximity to the bus station (40 EMT lines and 19 interurban lines) and access to metro lines L1, L9, and L10 from the Plaza de Castilla transportation hub, located just a few steps away, greatly amplifies the reach of any event held there.
The constant flow of travelers and vehicles ensures that promotional messages reach a broad and diverse audience, intertwining marketing and advertising with daily life.
As an enhancer of the reach of these special actions, the two large columns equipped with 360º digital screens allow for immersive promotional video projection, ensuring that the message is seen from any angle and maximizing visual impact.
UNIQUE FEATURES IN MADRID’S URBAN LANDSCAPE
But what makes this space special compared to other rental sites for events and activations?
Firstly, it is an outdoor neuralgic point that is also covered, allowing for any street marketing action to take place at the desired moment, regardless of weather conditions.
Additionally, its ca. 600 m2 of surface area extends into a versatile and open space, allowing for creative freedom in organizing all types of events.
The “Pórtico de Castellana” has hosted ephemeral installations, participatory raffles, beauty workshops, stands, promotional buses, food fairs, political rallies…
The flexibility of this rental space allows for the creation of immersive and high-impact experiences, capturing public attention and generating a WOW effect that disrupts everyday life.
The profile of this audience is medium/high, due to its location in a High Business area of the capital, next to the Puerta de Europa (KIO Towers), Cuatro Torres Business Area (CTBA), and Torre Caleido.
Complementing this, the presence of two 360º digital columns with high-quality LED screens for video projection adds the innovation and creativity element that makes this place unique.
ADVERTISING SUPPORT TECHNOLOGY
Indeed, the “Pórtico de Castellana” stands out for its technological infrastructure and advertising support. The digital screens on the columns add up to a surface area of 55 m2 and are part of the Urban Led advertising circuit, present in three Madrid transportation hubs (Plaza de Castilla, Príncipe Pío, and Avenida de América).
Their high 4K quality allows for dynamic content projection related to the developed event. They can display QR codes, videos showing the best audience reactions, invitations to approach the marketing action or share it on social media (viral marketing), high brand recall claims, etc.
This additional visual support is highly valued by brands to complement their direct marketing campaigns. This allows for effective integration of digital and traditional marketing strategies, creating a synergistic effect that enhances event success.
Moreover, the space has an electrical supply connection for stands and food trucks, ensuring that all elements function smoothly.
As an additional detail, highly appreciated by environmentally committed brands, the energy used in this space is 100% sustainable, as it is in all Madrid transportation hubs.
THE PERFECT LOCATION TO CREATE UNIQUE EXPERIENCES
The Castellana Portico is not just a place for tastings; it is a unique street-level experience. Direct relational marketing reaches its peak in this environment.
Each person who receives a free sample or participates in an activation usually shares their experience with around 9 people. This viral effect is crucial for developing successful marketing campaigns and achieving widespread brand dissemination.
Live, proximity actions achieve what other channels are incapable of: the human and social touch that impacts people’s emotions and memory.
The “Pórtico de Castellana” allows for events with a variety of decorative and marketing elements, such as photobooths, self-mobiles, and virtual reality experiences with 3D glasses.
It also accommodates a wide range of special actions that do not require physical elements but only urban dynamization. From animations and shows to interactive contests, guerrilla marketing, flash mobs, choreographies, street art, fashion shows, and magic performances. All of this can be carried out without restrictions in this spacious area.
The ability to create unique experiences that engage and surprise the public makes this space the perfect setting to generate virality and leave a lasting impression.
HOW TO RENT THE “PÓRTICO DE CASTELLANA”
As mentioned, the “Pórtico de Castellana” is the most effective marketing event space in Madrid. Clece OOH, exclusivist, manages its rental and accompanies brands in the procedures and permits to carry out their campaigns.
This comprehensive support can cover everything from the preliminary conception of the event or activation to post-campaign data analysis if the Urban Led digital screens’ measurement options have been used.
This location can be rented any day of the year, depending on schedule availability.
To contact Clece OOH, the most effective ways are through this web form, email info@cleceooh.com and phone 91 484 22 90 during business hours.
With its strategic location, great visibility, and versatility in space configuration, it is the ideal place for advertisers and agencies to develop their special actions, street marketing, and product activations, creating unique and original experiences that surprise the public.
