This one-hour online session was designed to showcase the United States, through sports passion and Latino culture, a common link between Americans and Spaniards.
We transferred the sports theme to the invitation, which imitated a sports magazine, as well as the gift pack, “US Sports Fan Kit”, which included articles related to the sports and teams presented in the programme. The action was accompanied by the sending of a catering service, which arrived simultaneously to the 17 participants’ homes. During the event, a chapter of The Last Experience was shown, a debate was organised with the presenter of the programme, ESPN sports journalist Pilar Perez, and the journalists were invited to participate in a quiz based on the sports experiences in the USA.
The idea was to keep the United States in the mind of the press and to open up the range of media we usually deal with, showing other approaches and themes. It was also about creating a new and limited online experience for a select group of journalists to encourage interaction.
Results: Twenty journalists from relevant travel media such as Traveler, Hola! Viajes, Onda Cero or the magazine Oxígeno joined this activity and found new themes to inspire about the destinations in the United States; they were also joined by experienced sports journalists from media such as Fox Sports, COPE, MARCA, AS, Sports Life or RTVE.