The Iberian Property Investment Awards, organised by Iberian Property, are gearing up for the awards ceremony of the second edition of these awards, which will take place on the 6th of May in Madrid. These awards recognise and reward the most outstanding players and projects in the real estate investment sector in Spain and Portugal throughout 2024. One of the awaited categories is "Marketing Initiative of the Year", which recognises Marketing Campaigns for the property market, including development activity, asset management and property management in Iberia.
The Finalist projects and players competing in this category are:
CBRE ESPAÑA – 50 & BEYOND
LOCATION: Spain
INITIATIVE: 5 days of filming for 40 video and 10 written interviews. Preview on a national museum, post dissemination on social media.
KEY SUCCESS FACTORS: +3.47 million audience reached. His Majesty the King received in audience a CBRE committee.
To mark its 50th anniversary in Spain, CBRE launched 50 & Beyond, an inspirational project celebrating the future of real estate. Bringing together 50 influential leaders from diverse sectors—including urban planning, architecture, business, technology, education, and public administration—CBRE created an audiovisual and editorial campaign projecting new horizons for the built environment.
50 & Beyond highlights how real estate must evolve to foster social well-being, sustainable cities, and environmental harmony. Each contributor offered unique reflections through dynamic audiovisual capsules and written interviews, covering topics such as technological transformation, urban regeneration, experiential retail, sustainable innovation, and talent attraction.
The initiative premiered internally with CBRE’s 1,000 Spanish professionals at Madrid’s Zarzuela Hippodrome, followed by an exclusive launch for clients and partners at the Reina Sofia Museum gardens. A strategic paid media campaign in major national outlets and an international rollout across CBRE’s global network amplified the project’s reach.
A dedicated microsite and CBRE’s social media channels serve as platforms for unveiling each of the 50 testimonials, supported by targeted digital and print media promotions. The initiative also generated significant organic engagement, positioning CBRE as a forward-thinking voice driving positive change in the sector.
Beyond celebrating CBRE’s milestone, 50 & Beyond successfully positioned the real estate industry at the intersection of innovation, sustainability, and social impact, delivering a tribute that resonates with both the sector and society at large.
FIDELIDADE – ENTRECAMPOS
LOCATION: Portugal
INITIATIVE: Enhance international visibility of the Entrecampos development, focused on two major real estate events: MAPIC and MIPIM.
KEY SUCCESS FACTORS: Winner of the “Best New Mega Development” MIPIM Award.
Entrecampos is one of the most ambitious urban regeneration projects in Portugal, set to redefine Lisbon’s business district. Developed by Fidelidade, the project includes seven office buildings, three residential towers, and Lisbon’s first pedestrianised retail avenue, complemented by 17,000 sqm of landscaped public space.
Although still under construction in 2024–2025, the team launched a strategic marketing campaign aimed at raising international awareness and positioning Entrecampos as a benchmark for urban development. The campaign’s foundation was built on securing major certifications and maximising visibility at key real estate events.
Entrecampos became the first project in Portugal to achieve LEED for Neighbourhood Development pre-certification and the first in Europe outside the UK to be awarded WiredScore Neighbourhood certification. These milestones significantly boosted the project’s credibility and global appeal, with WiredScore featuring Entrecampos in its 2024 global campaign.
International exposure was further amplified by a strong presence at MAPIC, where Entrecampos exhibited and sponsored the event. The stand featured immersive multimedia displays, and post-event, its sustainable reuse reflected the project’s ESG commitment. Collaborations with local brands Burel and +351 helped reinforce a strong Portuguese identity.
The highlight of the campaign was Entrecampos’ victory at the MIPIM 2025 Awards, where it won Best New Mega Development—marking the first time a Portuguese project achieved such global recognition. This achievement doubled the project’s online following and significantly enhanced its brand visibility.
Through a bold certification strategy, targeted event participation, and creative collaborations, Fidelidade’s marketing campaign successfully positioned Entrecampos as Lisbon’s premier future destination for businesses and residents, setting a new standard for sustainable and visionary urban development.
NHOOD – ZENIA BOULEVARD
LOCATION: Spain
INITIATIVE: During the refurbishment, more than 200 events ensured the centre remained a vibrant family leisure hub.
KEY SUCCESS FACTORS: over 16 months, sales grew (+6%) to €329M, and footfall increased (+3%) to 19.5M.
Zenia Boulevard, the largest shopping and leisure destination in the Mediterranean, successfully turned a major refurbishment into a powerful marketing opportunity through the "Improving For You" campaign. Spanning 66,585 sqm with over 160 shops, Zenia Boulevard serves as a true community hub, hosting more than 300 events annually. In 2024, it underwent a transformative redevelopment to upgrade facilities, enhance customer experience, and maintain its position as Orihuela Costa’s vibrant town square.
Faced with the challenge of sustaining footfall and tenant satisfaction during 16 months of construction, Nhood launched a comprehensive, customer-centric marketing strategy. The campaign emphasized transparent communication, community integration, and experience protection. Visitors and tenants were kept informed through creative signage, real-time updates, focus groups, and qualitative studies that directly shaped improvements.
The culmination of the campaign was the RevoluZion Party, a spectacular 10-hour reopening event that attracted thousands, combining family activities, concerts, and prize-winning treasure hunts. This high-impact celebration effectively reinforced visitor loyalty highlighted the refurbishment, and repositioned Zenia Boulevard as a revitalized lifestyle destination.
Despite the extensive works, footfall grew by 3% to surpass 19.5 million visitors, and sales rose by 6% to €329 million. The marketing actions, including strategic MUPI advertising, radio campaigns, digital media promotions, and community press engagement, generated impressive visibility: 200+ million media impressions, nearly 1.4 million social media reach, and highly positive customer feedback.
The "Improving For You" campaign not only protected commercial performance during a challenging period but deepened community relationships, enhanced customer satisfaction, and strengthened ties with the local government, who subsequently entrusted Zenia Boulevard with the Orihuela Costa Tourist Information Centre.
By blending strategic marketing, community engagement, and operational excellence, Nhood transformed a potential disruption into a model of retail sector innovation, setting a new benchmark for customer-focused refurbishments in Europe.
More categories in the Iberian Property Investment Awards:
Full details of the other finalists will be announced in the coming days for the other categories that mark the premiere of these awards, which are:
- Deal of the Year in Spain
- Deal of the Year in Portugal
- Green Asset Initiative of the Year
- Social Impact Initiative of the Year
- Research Report of the Year
- Commercial Leasing of the Year
- Marketing Initiative of the Year
- Financial Innovation of the Year