El País , wins the International Newspaper Marketing Association for the ad campaign Querer comprender

The prestigious Internacional Newspaper Marketing Association (INMA) has awarded first prize to El País for its ad campaign to renew and attract new readers, titled Querer Comprender. The international body lauded the campaign's skill in reaching new readers and in boosting sales, thereby encouraging reading habits.

The campaign was launched in 2007 to coincide with a redesign of the newspaper and targetted El País's growing readership: people all over the world, connected to internet, inquisitive, active and eager to receive the most complete and authoritative news and analysis. The ad was shot in Shanghai, a metaphor for today's global city and the script was street poetry recited by a young man from different locations scattered around the world.

Six months after the ad's debut, El País has seen readership rise. The latest figures from auditing bureau EGM underline the paper's number-one ranking in the market, with a record 2,336,000 readers.

INMA is an international newspaper marketing association whose goal is to recognise and foster marketing initiatives by newspapers.