The city of Segovia wanted to revive cultural tourism with a major media impact, and the anniversary of Isabella’s coronation was an opportunity to transform the entire city into a medieval village.
Segovia had become just another stop on the Madrid tourist trail, with few visitors staying overnight in the city. The previous city council had also tried to compete with a modern and eclectic offering, which betrayed the city’s historical and traditional character. The 550th anniversary of Isabella’s coronation in Segovia was a unique opportunity to recover that historical and medieval idiosyncrasy and remind potential tourists of it. A totally themed experience was needed that would last a whole weekend, be irresistible to tourists, encourage them to stay overnight and show that Segovia was much more than a satellite of Madrid. The goal was to bring in as many visitors as possible that weekend, with 50,000 as the desired number, generate direct income for the hospitality industry that weekend, and achieve the maximum possible impact in the media and social networks, with an institutional advertising valuation target of 1 million euros.
To bring Segovia’s historical heritage back, a huge city-wide immersive experience inspired by live role-playing games was held. Instead of commemorating the event with predictable expositions and activities, the entire city was taken back to the weekend of 1474 when Isabel was crowned. All related activities were transformed into their 15th-century versions, and the festivities, banquets, dance performances, city tours, and concerts were all part of the celebration. To this end, the whole city got involved, the streets were decorated like a film set, and famous film and television stars performed, in real time, what happened in those days, so you could find Isabel, movie star María Castro, her entourage or a group of royal jesters walking down the streets. In addition to the dozens of activities, workshops and markets, highlights included a video mapping on the façade of the Alcázar, a theatrical re-enactment of the coronation ceremony, a medieval banquet and a jousting tournament.
