La Rioja Tourism Office and Destinia.com have launched their new marketing campaign promoting tourism to the province of La Rioja, a region of Spain known for its wine, gastronomy, nature and cultural offering. The campaign takes place throughout the month of May within a customize tunnel of the line 3 Callao station in the Metro of Madrid. The space has been transformed to transport travelers to the region, enticing them with appetizing images, inviting one to rediscover sensations. As one enters the tunnel, they walk into the La Rioja landscape, as the walls are lined with images of the region. There is a copper toned light, creating a warm sensation of natural sunlight, all while speakers play relaxing music where you can hear the birds chirping. An experience to awaken your sensations, inviting you to live all La Rioja has to offer. #LaRiojaconDestinia.