Amidst the financial crisis, the Pay TV Thematic Channels – Cable and Satellite TV - proved their advertising efficiency through an innovative and previously unheard of experiment: To transform a small village, “in-the-middle-of-nowhere”, into a media and tourism phenomenon.

Miravete de la Sierra, a village with a population of only 12 people, increased its awareness by 489% thanks to a tourism promotion campaign broadcast only on thematic channels and supported with a website www.elpuebloenelquenuncapasanada.com (www.thevillageinwhichnothingeverhappens.com) By creating a cultural phenomenon out of an almost “fictional” product, increasing awareness and stimulating real demand for this so created “tourist destination”, we should be able to show empirically the advertising efficiency of thematic channels.Our PR challenge was to be quiet but alert while the experiment was conducted so as not to contaminate and exploit the outcome until it was complete and successful.

4 TV Spots: Broadcast only on thematic channels, starring its 12 inhabitants, inviting the viewer to know the village and visit its website. Website: Users could enjoy a virtual walk around the village with Cristobal, the eldest inhabitant, meet the amiable neighbours, make donations to restore the church roof, purchase merchandise (replicas of the inhabitants, screensavers, ringtones), and play an advergame of the village’s most common activity: goat milking.Public Relations: We didn’t want to contaminate the experiment and no push actions were intended. With the approval of all parties (Miravete's mayor, the inhabitants, agency and the client), initially we did not reveal the goal of the experiment and launched the tourism campaign. Once the campaign’s goals were revealed, we really pushed the experiment’s success and communicated to the advertising industry using: - A press conference and press release to mass media.

- Management of the Interviews generated by the action.

- Estimated publicity: 574,540€. The campaign was reported and mentioned in more than 130 print and digital media and more than 9 TV stations.- Amidst the financial crisis, thematic channels increased their advertising market share at 5.05 % (value) and maintained its volume (seconds) against a decline of a 7.5% in general TV Stations (infoades/sofres).- 517,000 web visits.- Awareness: 498% increase: Before 390,840; after 1,568,700 (IMOP).- Recall: 56% (CIMEC).- 10 times more visits than turismosevilla.org, Bilbao.net (Nielsen Netratings).- 650 links and references (YouTube, Facebook) (Infometrics).- The two village bed & breakfast was booked solid for 4 months.