Ibiza has a unique way of promoting its identity. For decades, the island has showcased its music, creativity, and a Mediterranean lifestyle that transcends its borders on the international stage. Now, one of its radio brands is looking to bring this world to Madrid. Costa Del Mar, founded in Ibiza and specializing in chill-out music, is developing a strategy to establish itself in the capital that combines an FM radio presence, outdoor advertising, and digital growth.
The project is celebrating its first anniversary on Madrid’s FM radio station, 105.1 FM, with sustained investment in various communication channels. According to the report published by the company itself via Europa Press on September 9, 2026, the station has run campaigns in parking lots and on buses, intensified its digital promotion, and maintained a media presence strategy.
The initiative stems from an idea that is directly tied to the brand’s Ibiza roots: bringing to a major capital a musical concept associated with tranquility, elegance, and the opportunity to disconnect. But it also reflects a business ambition: transforming a well-established digital identity into a recognizable physical presence in a new market.
From a beach in Ibiza to the waves of Madrid
Before launching on Madrid’s FM airwaves, Costa Del Mar had already accumulated 15 years of online experience. In its press release, the company puts its international audience at over ten million monthly connections, a base on which it has built its expansion into terrestrial radio. Its offering focuses on chillout, lounge, and other ambient sounds that are part of the musical image associated with Ibiza. The station makes this identity the cornerstone of its positioning, with programming designed to accompany listeners throughout the day.
Madrid offers a different environment than the island. The pace of a big city, its commutes, and its business activity create a space for a musical offering that focuses on continuity, specialization, and a listening experience free from the clamor of the news. The launch on 105.1 FM, therefore, represents more than simply adding a frequency to its broadcast schedule. It marks the transition from a project with a digital focus to a strategy aimed at gaining local recognition and connecting with new audiences.
The outdoor advertising campaign is one of the most visible elements of this expansion. In February 2026, Costa Del Mar launched a campaign in 14 parking lots in downtown Madrid, with 32 digital screens displaying ads for a full month. The campaign generated around 1.94 million ad impressions, a figure attributed to Exterior Plus. The second phase took place in May and June, when the brand extended its advertising to city buses. The first campaign featured three vehicles operating on Madrid’s lines 1 and 14, as well as routes in Pozuelo de Alarcón.
The visual message, centered on the concept “The Spirit of Ibiza in Madrid,” links the station’s origins with its musical offerings. Mobile advertising allows the brand to accompany people on their daily commutes and appear at various points throughout the urban environment.
The campaign has continued throughout the fall. For September and October 2026, the broadcaster has announced a second, expanded campaign, with four buses on lines 14, 19, 52, and 74, which run through areas such as Serrano, Velázquez, the Paseo de la Castellana, and the Calle Príncipe de Vergara. The company estimates that this new phase will allow it to reach 53 percent of Madrid’s population and generate more than 30 million advertising impressions.
Costa Del Mar’s expansion is not limited to physical media. The company also continues to invest in Google Ads and social media to make the station known among Madrid listeners. According to Google Analytics data cited by the company, monthly digital visits from Madrid grew by more than 240 percent in six months, from less than 10,000 at the start of the year to a high of 33,000 in June 2026.
The figure reflects the digital listening trend attributed to Madrid through the website and app, but it does not represent the station’s total audience. In addition to this, there is the audience that tunes in directly to 105.1 FM. This distinction is important for understanding the strategy. Outdoor advertising helps generate brand awareness; digital campaigns allow for directing traffic to listening channels; and FM frequency provides a direct path to the programming.
The Denomination of Origin of Ibiza
In a media market with a wide range of options, origin can become a distinctive feature. Ibiza enjoys international recognition linked to music and a particular leisure culture – a symbolic heritage that Costa Del Mar incorporates into its identity.
The radio station doesn’t need to recreate the island’s tourist experience to showcase it in Madrid. Its concept is to convey a part of that world through sound: a selection of music that evokes the Mediterranean and can accompany listeners whether they’re at work or out and about in the city.
The company claims that its communication strategy has secured coverage in more than 90 different media outlets per month. This figure reflects content distribution and the visibility achieved in those publications, although by itself it does not constitute a measure of actual audience reach.
The next challenge will be to consolidate the audience reach achieved and demonstrate how this translates into sustained growth in the number of listeners and into commercial opportunities. In its September press release, Costa Del Mar noted that its FM audience had not yet been quantified by the General Media Study (EGM), the benchmark for the Spanish radio industry.
For now, Madrid represents the broadcaster’s main step toward establishing a terrestrial presence on the Iberian Peninsula, while its digital channels allow it to be heard from other regions. Costa Del Mar’s journey illustrates a concept tied to the evolution of many brands born in Ibiza: local identity can become a growth platform when combined with a strategy tailored to new markets.
One year after its arrival on Madrid’s FM airwaves, the station remains committed to bringing its musical world to the capital. It does so through the airwaves, on buses, and on screens, with a mission that sums up its position: to bring the spirit of Ibiza into Madrid’s everyday life.
