Pay TV Thematic channels have spent 20 years running advertising campaigns and talking about its advertising efficiency. In 2008, they were looking for a different reaction, it was time to stop talking about efficiency and time to demonstrate it unequivocally through a real exercise involving 4 steps: 1) Choose an unknown and never-advertised-on-TV product.

2) Launch an advertising campaign only on Pay TV, with a clear call to action to the product and its website.

3) Measure variables (knowledge, awareness, traffic, sales) before, during and after.4) Accredit Pay TV for the experiment’s efficiency and announce it to the market.

We headed for a challenge: creating a different, unexpected tourism campaign.

Most ttourism campaigns heavily feature offers and news about activities. We chose to invite people to do nothing. Our slogan stated "HERE NOTHING EVER HAPPENS. HOW LONG HAS IT BEEN SINCE NOTHING HAPPENS TO YOU?" This was followed by "Come to MIRAVETE"www.thevillagewherenothingeverhappens.comFour TV Spots starred in by 12 inhabitants invited the viewers to the village and its website which included:a) A 3D virtual tourb) A reservation officec) Donations: buying tiles to restore the Churchd) Merchandising: doll replicas of the inhabitants, ringtones, screensavers.e) Advergaming of the village’s most common activity: goat milking.

- Amidst the economic crisis, the thematic channels increased their advertising market share a 5.05 % (value) and maintained its volume (seconds) against a decline of a 7,5% of general TV Stations. (Infoadex/Sofres)- 517,000 web visits.- Estimated Publicity: 574.540€.

- 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 & breakfasts were booked solid for 4 months.

The chosen product was Miravete de la Sierra: a tiny village with amiable people, on Sierra de Lastra, Maestrazgo County, Province of Teruel. Its 12 inhabitants became the stars in a real tourism campaign as if it were a much bigger and important city.

Few weeks later, Miravete became a media and tourist phenomenon, attracting various tourists and journalists.

Since Pay TV was the only media channel involved, its role was unquestionable. Subsequently, the “Miravete Case Study” was elaborated and detailed results were presented to media and advertisers in order to communicate the efficiency of Pay TV.