• The company received the award for “Culmia Escape: The Key to Your Destiny,” a brand entertainment campaign that transforms a home into an immersive experience.
• This recognition reinforces Culmia’s position as a leading company in creativity, differentiation, and engagement with new audiences within the residential sector, and marks the second consecutive year it has received an award in this category.
• The campaign generated more than 11 million editorial impressions, 9.3 million social media impressions, and 1.6 million video views, while also helping to generate leads and sales visits
• The company was a finalist in this year’s competition in the categories of Private Housing and Urban Regeneration.
• In addition, Culmia is a member of the Valgrande Compensation Board, whose S-1 Carriles-Valgrande sector, located in Alcobendas, has been recognized with the award for Best Urban Development.

May 25, 2026 — Culmia, the real estate platform that brings together all the housing solutions on the market, has been honored in the category of “Best Product/Service Marketing Campaign by Real Estate Companies” for Culmia Escape: The Key to Your Destiny, an initiative that has marked another step forward in how real estate products are communicated, experienced, and brought to new audiences. This recognition marks the third ASPRIMA-SIMA Award that Culmia has won in this category and the second consecutive year that the company has been honored for its commitment to new forms of communication, creativity, and customer engagement.

The ASPRIMA-SIMA Awards, held as part of SIMA – Living Conference & Expo, recognize the best initiatives in the real estate sector and promote innovation, quality, and continuous improvement in residential development. With this award, the industry recognizes a project that embraces new approaches, differentiation, and brand-building through experience.

The project was spearheaded by Culmia’s marketing team—including Cristina Ontoso, Sales and Marketing Director; Víctor Portela, Director of Marketing Strategy; and Lucía Aldeanueva, Head of Corporate Marketing—in collaboration with BE A LION, the agency that helped develop the initiative.

In addition, Culmia is a member of the Valgrande Compensation Board, whose S-1 Carriles-Valgrande sector, located in Alcobendas, has received the award for Best Urban Development for its forward-looking design, a project spearheaded by the Valgrande Board’s Urban Development Authority and Arnaiz Arquitectos.

Culmia was also a finalist in this year’s competition in the Private Housing category with HARRIBITXI, and in the Urban Regeneration category with CULMIA L’Arbeyal. PERI 01-PG Gijón.
The developer’s marketing team—Cristina Ontoso, Director of Sales and Marketing; Víctor Portela, Director of Marketing Strategy; and Lucía Aldeanueva, Head of Corporate Marketing—accepted the award at the awards ceremony held at IFEMA in Madrid

In the words of Cristina Ontoso, Culmia’s Director of Sales and Marketing: “This award recognizes a more creative, experiential approach to real estate marketing that connects with people. With Culmia Escape, we wanted to go beyond simply describing a development to enable customers to experience it through excitement, engagement, and entertainment. This award encourages us to continue breaking new ground in how we bring housing closer to society.”

Culmia Escape
Culmia Escape is a brand entertainment campaign developed in collaboration with BE A LION and hosted by Joaquín Prat, which transforms a home into the setting for a reality-style game show. The campaign began with an open call throughout Spain to select couples who participated in tests, challenges, and elimination rounds, culminating in a final escape room-style showdown, in which participants had to solve puzzles, riddles, and challenges inside a home.

With this initiative, Culmia has sought to transform its relationship with customers and show that a home is not just an asset or a product, but a space associated with decisions, hope, uncertainty, and life plans. Using a tone reminiscent of entertainment, the campaign raises awareness of its developments in a unique way and connects with audiences who do not always engage with the real estate sector through traditional channels.

In addition to its creative and experiential aspects, Culmia Escape has had a significant impact in terms of brand awareness, engagement, and business generation. The campaign, which ran from July through December 2025, achieved more than 11 million editorial impressions, 9.3 million social media impressions, and 1.6 million video views, as well as recording 42,705 unique visitors to its website and more than 250,000 page views. The initiative also helped generate nearly 40,000 leads in 2025 and more than 4,000 visits to retail locations, reinforcing its impact beyond the purely communicative sphere.

The project was spearheaded by Culmia’s marketing team—including Cristina Ontoso, Sales and Marketing Director; Víctor Portela, Director of Marketing Strategy; and Lucía Aldeanueva, Head of Corporate Marketing—in collaboration with BE A LION, the agency that helped develop the initiative.

We recommend reading this press release while listening to our playlist “Destino, tu hogar.”

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