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Brand Development

Tarjeta 40 Principales

The Tarjeta 40 Principales is a co-branded credit/debit card launched by the 40 Principales brand in 1997 and present in Mexico and Colombia since 2008.

Since its launch it has attracted more than 600,000 users. Aimed at young people between 18 and 26, there are two types: VISA Classic (credit card) and VISA Electron (debit card).

PRISA Radio, in coordination with the bank La Caixa, runs campaigns all year round to capture new clients, promoting special offers and exclusive discounts. Taking advantage of the 40 infrastructure, campaigns are run in conjunction with a partner, whom we help reach the youth market directly, enabling them to promote brand awareness and launch new products.

We offer card holders personalized special offers, direct discounts on purchases and exclusive products such as:

Discounts on: concert tickets, cinema tickets, theme parks, cultural events, sports, fashion, travel, gasoline and language courses etc.


  • Free for users under the age of 26.
  • Credit (monthly or weekly) or debit.
  • Mobile phone charging.
  • Points/rewards schemes.



In 2014, Máxima Fm and Money To Pay launched the Máxima Fm Card. This is a prepaid card, with no setup fee, which gives young people access to a method of payment that is universally accepted (all merchants and retailers who accept VISA) and without the need to have a bank account.

It can be recharged (mobile, internet and La Caixa bank ATMs) with a limited balance, and can be used to make secure payments online and for travel, allowing users to manage their money easily and safely.

It is also a convenient way for parents to give pocket money and keep track of their children’s spending, and enables young people to learn how to manage their money.


Los is an online travel agency aimed at helping our users to get the most out of their free time. Holidays, mini-breaks, adventure travel, concert tickets, sports events… all at the best possible price.
At, users can find great leisure ideas at the best possible price. And just as important, all our information is up to date. At we keep you posted about all our latest offers. We send out a weekly newsletter with all the most exciting offers so you can get away from it all, whenever you want.
From flights for 40 euros, hotels for 40 euros, mini-breaks for 40 euros, cruises, skiing holidays, adventure holidays, concert tickets and fantastic bargains, etc.
Further information at:

Arte 40

National auditions for young  performers. The first round of auditions saw more than 5,400 hopefuls perform over 9,300 numbers. A total of 40 were selected for the Madrid show. registered more than 500,000 visits. Apart from the physical exhibition, the range of activities offered by Lab40 brought the latest in contemporary art to young people.




Neoturismo, the leading tour operator  for city breaks in Spain, and specialist in offering complementary tourism and leisure deals, and Radio Madrid, the leading station for local news, have teamed up to launch the Madrid IVEA City Pass.


The IVEA Pass is a pioneering project aimed at promoting unique and engaging cultural experiences.

The IVEA Pass gives users the key to the Madrid’s busy cultural agenda with lots of special advantages:


  • Access to places that are normally off-limits to the general public:backstage, dressing rooms, shoots, rehearsals, auditions, meet & greet with artists, premieres, preferential seats, no queues ...
  • Learn while enjoying culture: guided tours of exhibitions, conferences, lectures at museums ...
  • Meetings and debates with artists, authors and stars
  • Share cultural experiences in a forum with other active fans of culture
  • Special prices on a selection of "interesting cultural experiences"



The 40 Principales Karaoke Party: The Video Game is a compilation of 40 greatest hits from chart music radio station Los 40, which can be played in karaoke mode on PS3 and Wii.

Presented by Tony Aguilar and Cristina Boscá, it’s the only game on the market that includes the song "Happy" by Pharrell Williams, as well as big hits  from Auryn, Alejandro Sanz, David Bisbal, Coldplay, James Blunt, Fito y Fitipaldis, Bruno Mars, Passenger, John Newman, Icona Pop, Melendi, Lady Gaga and many more.

Players can adapt the game to their own musical tastes, choose to play solo or multiplayer, take up the challenge of a singing battle, pass the microphone, sing the chart songs from 40 to 1, or spin the wheel of songs, among other great features.

The 40 Principales Karaoke Party has been produced Wired Productions and developed by Le Cortex, creators of the 40 games including the format "We Sing" and the karaoke video game "The Voice". It will be distributed by NAMCO BANDAI Games Ibérica, the leading distributor and developer of video games, which promotes and sells its titles in 50 countries.