Book Fair 2022 + THE MADRILEÑER: a resounding success

The Madrid Book Fair , one of the most anticipated events for literature lovers, returned in full force after a year's absence due to the pandemic. This year, the fair took place in its original location, the Paseo de Coches in Retiro Park, and ran for several weeks.

Traditionally, this celebration of literature coincides with the arrival of warmer weather, outdoor activities, and the launch of potential summer bestsellers. From the Queen to the youngest attendees, the Book Fair is generous and democratic in its attendance, which this year exceeded pre-pandemic figures by 34.7%, despite the heatwave.

The growing interest in young adult literature

Of those more than 3 million visitors, the younger segment is growing, drawn by the presence of YouTubers, young adult authors, novelists, and comic book artists—a genre of increasing relevance. Key to communicating the Fair's appealing youth program was its social media presence, which this year debuted on Instagram and TikTok through the "Bestiary of the Fair by THE MADRILEÑER" campaign .

With great pride, THE MADRILEÑER brought to life the chosen space to connect with the young public by creating fun and relevant content for social networks.

The magic of space The Bestiary of the Fair

It was the talented Rut Pedreño , from the Pencil Illustrators Agency , who helped us to bring magic to this little corner of the fair where literary beasts coexist with the rest of mortals.

The challenge was to create a set that simultaneously captured the fantastic adventure of reading for young people, with the iconic nature of the event and the positive vibe that THE MADRILEÑER represents.

So we began…

Cover sketch for the Book Fair

And, with a few adjustments, this is how we finished:

Final version of the print created by Rut Pedreño for The Madrilener

During the 2 weeks of the fair, more than 50 authors enjoyed the space to discuss their books and share on social media.

Authors' view of social media activation

From Blue Jeans to the Greenwood sisters , and including Paula Camarós and Geronimo Stilton , in this space we demonstrate that El Retiro Park is magical in many ways, but especially for readers. Only they know that a book is like a portal through which fantastic beings pass.

In The Bestiary of the Fair, the beasts from each open book wander happily, having decided to stay and enjoy the sunny mornings, on the banks of the pond or in the shade of an Ahuehuete tree.

The film set has been transformed into a poster, which is our new release for June. If you want to smile every time you see the Cheshire Cat, reminisce about the Koi fish, or have an elephant in the middle of your living room, we invite you to complete your selection with this Madrileño poster, which is sure to generate a lot of buzz and was created by the latest winner of the Barcelona Comic Fair…