July 2005 - Milan, Italy

Spain's number one industry is tourism, so Madrid is presenting its image in cities across the world. For 4 days (end of June and beginning of July), the Madrid Tourist Consortium set up a promotional tent in the city of Milan in order to share the city's most outstanding features with visitors.

Among the many attractions (musical performances and a tasting of typical Spanish foods), the consortium boasted 3 interactive games by SIA Interactive that were specially chosen with an Italian audience in mind: Screaming Race with characters from Don Quixote, Virtual Penalty Kicks and Juggling with the SIA-Cameraction technology.

Visitors got really into the games. The tent was filled with screaming visitors during the four days of the campaign. The Screaming Race was enjoyed by all, but the biggest attraction for the soccer-loving Italians was Virtual Penalty Kicks.

“SIA solutions know no barriers in terms of language or culture. People enjoyed the games and Madrid's image was thus linked to innovation and entertainment”.

Marta Ramos
Promotion Official
Madrid Tourist Consortium