CoSpirit Wins PortAventura World’s French Media Strategy Account | Tourism Marketing

PARIS – PortAventura World, one of Europe’s leading theme park resorts, has selected marketing and media consultancy CoSpirit to lead its media strategy in France, the company’s largest international market. The agreement, announced February 9, 2026, marks a significant win for CoSpirit and underscores the growing importance of data-driven, localized marketing strategies in the leisure and tourism sector.

CoSpirit will be responsible for defining and implementing a comprehensive 360-degree media strategy aimed at bolstering PortAventura World’s brand presence among French families and driving commercial performance. The agency’s mandate includes strategic oversight of digital paid media, though execution will remain in-house at PortAventura World, ensuring a cohesive approach between brand-building initiatives and conversion efforts.

The selection of CoSpirit follows a competitive pitch process and highlights the agency’s expertise in navigating the complexities of the French market. “France is our first international market, and the in-depth expertise of CoSpirit in the tourism sector – combined with their ability to transform territorial insights into data-driven media strategies – makes them a solid and trusted partner to support our growth,” said Raquel Florenza, International Marketing and E-Commerce Director of PortAventura World.

A Territory-Focused Approach

Central to CoSpirit’s winning pitch was its proprietary methodology, “La France de [PortAventura],” which emphasizes granular analysis of regional demographics and consumer behavior. This approach leverages the agency’s data measurement expertise and tools developed within its innovation lab to tailor media campaigns to specific geographic areas and key periods. The goal is to optimize media investment by precisely identifying priority zones and peak travel times for French visitors.

This focus on territoriality is increasingly crucial for tourism operators seeking to maximize return on ad spend. Traditional, broad-based marketing campaigns often fail to resonate with diverse audiences across different regions. CoSpirit’s methodology allows for a more nuanced and targeted approach, delivering relevant messaging to potential customers based on their location and preferences.

Leveraging Data and Expertise in the Tourism Sector

CoSpirit’s success in securing the PortAventura World account builds on a growing portfolio of tourism clients, including Vulcania, Sandaya, and Volotea. This sector-specific knowledge was a key differentiator in the pitch process, demonstrating the agency’s understanding of the unique challenges and opportunities facing leisure and hospitality businesses.

Delphine Médeci, Deputy General Manager of CoSpirit, emphasized the complexity of the task ahead. “I am extremely proud of this new collaboration. CoSpirit’s expertise in the Tourism sector was a real asset in understanding the challenges of PortAventura, where Territoriality, Temporality and Offers constitute a complex matrix,” she stated. She further noted that the agency’s “Measure & Data” capabilities, underpinned by its proprietary tools, were instrumental in convincing PortAventura World’s marketing team.

Balancing Brand Building and Performance Marketing

The agency’s role will focus on strategically guiding the digital paid media efforts, while PortAventura World will maintain control over the operational execution. This hybrid model aims to ensure consistency between brand awareness campaigns and direct response initiatives. CoSpirit will prioritize media efficiency, developing a strategy that effectively addresses both brand image and business objectives.

The emphasis on integrating brand building and performance marketing reflects a broader trend in the advertising industry. Historically, these two functions have often operated in silos. However, increasingly, marketers recognize the importance of a holistic approach that aligns all media activities around a common set of goals.

Implications for the French Tourism Market

PortAventura World’s investment in a more sophisticated media strategy signals a growing commitment to the French market. France represents a significant source of visitors for the Spanish theme park, and the company is clearly focused on strengthening its position in this key region.

For CoSpirit, the win represents a further validation of its data-driven, territory-focused approach to marketing. The agency is well-positioned to capitalize on the growing demand for specialized marketing services in the tourism sector, as businesses seek to navigate an increasingly competitive landscape.

The partnership between PortAventura World and CoSpirit is expected to yield measurable results in terms of increased brand awareness, website traffic, and ticket sales. The success of this collaboration will likely serve as a case study for other tourism operators looking to optimize their marketing efforts in France and beyond.

PortAventura World (https://www.portaventuraworld.com/fr) continues to develop its presence in the French market, while CoSpirit (https://media.cospirit.com/) solidifies its position as a key player in media consulting for the leisure and tourism industries.