This is not my sentence; it belongs to the Madrid Tourism Board (or whatever it is called). A dear friend, old college classmate, and travel consultant extraordinaire Jen Donati passed it along after she met with the aforementioned Madrid Tourism Board recently in NYC.

The video as you can see is a bit cheesy, it uses all the current topics and techniques that end up making it a totally unremarkable video: a cute font, quickly changing shots (we have so much to show you, so little time! and we want this to be a dynamic video), a multigenerational and inclusive cast (perfect), hip and trendy folks in hip and trendy restaurants, hotels, and streets, a catchy American song in the background, even some hints of humor, ha-ha!

So, despite the video having everything required to be the perfect promotional video, it does not pull at your heartstrings, it does not really want to make me pack my bags and jump on the first flight to Madrid. Why? What is it lacking? Passion. This was a clip obviously made by committee.

“Wait” you will ask, “who cares about a promo video for a city?” Well, I do. I do because it is my city, because I am a tour guide there when I am home (check out my website), because I am passionate about cities, especially Madrid.

By contrast here is a remarkably similar clip to promote the 2017 Festival Flamenco Madrid. The music and the dance accomplish everything the other clip could not. Even being a minute longer (which could be a handicap in our ADD, Tik Tok world), the clip grabs you and does not let go. The settings, streets, plazas, venues are the same, but he music and movement are the key here, even, I am willing to venture, with a fraction of the budget.

At the end of the day, what have you got? Well, in my case an urge to go walk around my city that I miss so much.