MAJORCA'S world number one tennis ace Rafael Nadal may well be on the other side of the world this week, but he was yesterday unveiled as the new promotional face of the Balearic tourist industry at the Fitur travel trade fair in Madrid.
Nadal has been signed up to present the Balearics as the best place in the world to the region's main overseas holiday markets, in particular Britain and Germany.
The Balearic Minister for Tourism, Miguel Nadal, said in Madrid yesterday that his primary aim for 2009 if to attract a similar number of tourists to the islands as last year and he is confident that the Rafael Nadal campaign is going to be extremely successful.
As part of the promotional initiative, Rafael Nadal appears in a televisions advert inviting viewers to come and experience each of the four Balearic islands.
The advert is already showing in Germany and in March, the focus will turn to Britain with a month's worth of prime time television spots booked for Nadal's ad.
Rafael Nadal has been signed up to promote the Balearics for the next three years as part of a six million euro campaign featuring the tennis star.
The Minister for Tourism explained that the annual budget of two million euros not only covers Nadal's fee, if his sporting calendar permits he is expected to appear at some of the main global travel fairs, but also the costs of production and broadcasting.