03. EDUCATION, INFORMATION, AND ENTERTAINMENT IN TRANSFORMATION ANNUAL REPORT 2011 In the second quarter, we revived a very successful campaign of which we are especially proud: “El País is wherever you are,” with the Puerto Rican rap group Calle 13. In the last quarter of the year, the newspaper made a huge impact with the release of the Wikileaks papers and we concentrated marketing activity on tactical actions: contests, prize draws and other activities aimed at fostering brand loyalty. los Estudiantes) with 45,000 students and nearly 7,000 teachers participating in this school newspaper project. And for another year running, the top prizes included trips to the Formula 1 Grand Prix in a contest organized with Banco Santander. El País was also active in 2010 organizing a series of events under the brand El País Encuentros, among them one in May in Madrid with the then Brazilian President Luis Inacio Lula da Silva, another in June in Barcelona with the then president of the Catalan Regional Government, José Montilla, and the International Finance Meeting organized with Caja Madrid in November. In 2010 we repeated the initiative “CEO for a day”, which gives 15 university students the opportunity to spend a day with the CEOs of top companies. In addition, the newspaper collaborated with Endesa on the El País program for students, (El País de El País hit the newsstands at a number of sponsored events held in Mexico (International Book Fair of Guadalajara), Madrid (International Finance Meetings), Barcelona (the event titled Catalonia’s response to the crisis) and other cities. Our stand at the art fair ARCO in 2010 was designed by Alberto García-Alix. In 2010, El País ran 68 promotions, including, in the field of education and training: the Microsoft Windows 7 course, the Student Encyclopedia and books for ESO level education; in cinema: science fiction, Premiere and Classic movie collections; in music, the release of the album Cigala y Tango by Diego El Cigala, the farewell album Bye Bye Rios by Miguel Ríos, and the complete discography of Camarón. And in other areas of culture and entertainment, the Pocoyo DVD, the Adventures of Calliou and Disney Classics. 47