Now that the fate of Ferran Adria's El Bulli has been determined, it seems that Spain's tourism board is capitalizing on El Bulligeddon with a new ad campaign. Yesterday, Spain's ministry of Tourism named Ferran Adria a "tourism ambassador," and created a print ad featuring the chef throwing an apple in the air with the quote "The art here is not only in museums."
Spanish tourism dropped nearly 9% last year, and the new campaign wants to boost global interest by emphasizing the Spanish lifestyle. Naturally, with all of the attention the world's best restaurant has received over the past few months, it makes sense that they would want to tap Adria as the face of the campaign. Spain hopes the new ads will be seen by 400 million people in 40 countries. No word yet on whether one of those countries is Italy, or if this will be Adria's final ad, if he'll take a two year break from the campaign, or if his involvement will be restructured to incorporate a non-profit organization —you never know with this guy.