The new way of feeling bullfighting It is the central motto of a bullfighting announcement that from May to July has appeared on the screens of Antena 3, Telecinco, Canal Sur and Telemadrid. The promoter of the idea is the company Lances on the future, led by José María Garzón (Sevilla, 52 years old), who says he is determined to involve society at the Fiesta de los Toros.
“I think we have achieved the proposed objective: show bullfighting in prime time nationally as a unique and really full experience, which is lived through more traditional emotions and feelings; We have invited the viewer to live that inexplicable passion that lights bullfighting, ”says the businessman.
The advertising space, 15 seconds, which has seen more than 48 million viewers, according to the company- is a mosaic of thrilling images of some of the best known bullfighting figures at different times of the fight, and intends to explain that the future sets is “the new way of feeling bullfighting.”
“I think we have managed to show bullfighting as a unique experience, really fills”
And maybe he is right, because the Sevillian businessman has been trying to establish different initiatives to attract public in the seven places he manages: Córdoba and Malaga, first category; Santander, Cáceres, Almería, Torrejón de Ardoz and Écija.
The last and most surprising has been the bullfighting announcement on television. “No one had dared so far to do something like that,” says Garzón, “and we had to step forward for the party, and that the public saw at home the bullfighting naturally.”
The announcement could not be seen in TVE because the businessman himself decided – “it is a public television that has decided to forget bullfighting” – and because “there was no money for everyone.” “The investment has been very strong,” he continues, “” and not think about 30, 40 or 50,000 euros, much more, although I will not give concrete figures. “
This advertising is framed in a long list of actions – Organization of Conference, Awards, Colloquiums, Master Bullfighting Classes, Bullfighting Encounters with students of bullfighting schools, competitions, painting exhibitions, advertising promotion in urban buses, campaign for nearby towns … – which, in the judgment of the entrepreneur, find their profitability in the assistance to the bullfighting celebrations.
This has happened at the recent Santander Fair, which Garzón dares to qualify as “historical” for the success of the public – some afternoons of There are no ticketstwo full and good entries in a cycle of eight celebrations -, the special influx of young people and the triumph of some bulls and bullfighters. “I am happy because the good atmosphere that has been lived in the city. I think that Santander has established himself as the great Northern Fair,” he concludes.
In addition, he acknowledges that the company has obtained benefits, “taking into account,” he says, “that both Santander and Malaga are cheap places.”
Garzón is confident that a similar result occurs in the capital of Malaga in its last year, for the moment, as an entrepreneur, since the Provincial Council, owner of the Coso, has decided not to grant the extension of one year. There is announced a fair, from 14 to 21 of August, with the same number of celebrations: six runs, a rejoneo show and a bullfight, in which they will be present, among others, Morante and Fortes, with two afternoons; Roca Rey, Juan Ortega, Pablo Aguado, Diego Ventura, Borja Jiménez, Víctor Hernández, who reappears after the serious head injury he suffered last June 21 in the Plaza de Torrejón de Ardoz, and Pepe Moral and David de Miranda, winners of the last April Fair.
Garzón finally insists that the only one trick “It resides in constant work and get involved in the city throughout the year; only then is profitability possible.” “I get benefits, which are not to go crazy, but positive.”