Initiative wins global Iberostar biz


Initiative has won the global planning and buying account for hotels and resorts company Iberostar, beating five other media agencies in the review. Coordinated by Initiative Spain, the global account will cover France, Germany, Italy, Spain, UK and the US. 

Initiative will manage research and insight, communications planning, offline and online planning and buying, metrics and evaluation.

Initiative Spain has built up an enviable reputation in travel and leisure, counting Iberia Airlines, Basque Country Tourism, Mandarin Hotels and Andalusia Tourist Board among its clients in this category. Initiative Spain has already started work on Iberostar’s communications strategy in Spain, and the rollout of the international campaign will begin in the next few weeks.