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In January 2022, our team at Métonymie_ embarked on an ambitious project to elevate the profile of Guanajuato, a state renowned for its rich cultural heritage and stunning natural landscapes, on the international stage. Collaborating closely with the Ministry of Tourism of Guanajuato, we designed and executed a comprehensive marketing activation in Madrid, Spain. This strategic initiative aimed to captivate and engage the Spanish market, showcasing Guanajuato as a premier travel destination.