The professional queen who is sweeping Instagram with a 360º revolution of her image

Queen Letizia celebrates her 52nd birthday this Sunday, September 15. Her appearances this summer have left us with the most striking images of the last twelve months. They also give us a clue of what we will see. We have seen her launch on Instagram as a 360º revolution of her image. Not only hers, but also that of her husband, Felipe VI, and her daughters.

It was calculated to the millimetre. The landing of the Royal Family in Meta took place just the day after the 10th anniversary of the proclamation of the monarch on June 19th. The debut of Felipe VI and Letizia on Ig marked the beginning of a stage in communication, which came to strengthen the message of a King “for a new time”. His time at the Paris Olympic Games caused the social explosion on the networks. The Kings, ten years later, reach where they did not reach before, a digital native generation that handles a fast, intuitive and, above all, very visual and musical language. Here, Letizia’s role has been key. She handles communication like no one else. The word, the image and the networks. She has an enormous sense of humour. She is up to date with the major trends and trending topics; she knows the instagrammers and content creators and handles the platforms like the centennials (her daughters’ generation) and the millennials. Behind them, is the expert in new technologies Laura Díaz, community manager of the profile. And the architect of all this, the head of the House, Camilo Villarino, whose arrival has coincided with the launch of the account. We analyze this journey of high social impact. At the moment, the Ig profile is on its way to 800,000 followers.

The selfie of the King and Queen in Paris, reels with music, photos. Her visit to the Olympic Village gave us the closest face of the Queen. She is seen posing squatting with the Spanish athletes in front of the Spanish medal table and she is happy. Hugs, kisses, admiration and recognition from the Paralympians. The Queen makes visible all the charitable causes in which she is involved. She gives her all.

His visit to the City of Light, the second, coincided with the wedding of the King’s goddaughter, Victoria López-Quesada in Madrid. It coincided or was made to coincide. The fact that Queen Letizia did not attend the wedding led to the viral photo of Don Felipe with his sister Cristina in the car driven by the monarch. Not all the reels of Doña Letizia at the Olympics could overshadow the impact of that photograph. With a single image, the Infanta went from darkness to light. From her reconciliation in the private life of the Bourbons to her rehabilitation in public life in front of the photographers. In other words, a long road of ostracism and exile for the ex of the Duchess of Palma, which has come to an end. In this process, Queen Letizia has remained on the sidelines. What has that margin been? To continue with her work. In this case, work took her back to Paris to show her unfailing support for the Olympics. Far from the venue of the Olympics, her in-laws posed with the newlyweds, Victoria López-Quesada and Enrique Moreno de la Cova. The photo, by Bibiana Ferro, was distributed by Zarzuela the day after the wedding, at the request of the bride’s family to facilitate information.

First public relations of the institution

The Queen occupies a media space huge in the House. This space is surrounded by her field of work (education, childhood, mental health, women, equality) and by her role as the institution’s first public relations officer. Also, as the architect of renewing and regenerating the image of the monarchy and bringing it closer to society. Of taking it out of the Zarzuela and bringing it closer to the street. Letizia has professionalized her role as queen, has loaded her solo agenda with content and has focused on that work profile.

We saw it in the photographic production, with such a recognizable location, that they sent us on the occasion of the 20th anniversary of her wedding with Don Felipe in May. They changed the gardens of the Palace for a photo shoot in the gardens of Campo del Moro, open to the public and where newlyweds are photographed every Saturday. So close. Also, in the coverage of the events for the 10th anniversary of the proclamation of Felipe VI. From the press room set up near the dining room of the Royal Palace we followed every word and every gesture of Leonor and Sofia when they congratulated their father. In a second, we went from the total hubbub of the news to absolute silence. Letizia, in cahoots With his daughters, he gave them their space. He gave them the moment of the day.

In the last year, Letizia, who has been queen for ten years, has been repositioned in the family photo. Leonor’s coming of age has changed her place. After swearing the oath of office to the Constitution at 18, the Princess of Asturias symbolises the permanence of the head of state, loyalty to the constitutional norm and the fullness of her institutional role as successor to the Crown. Her presence is expanding and gaining prominence by leaps and bounds. Her mother has known how to reposition herself in the photo and give her her own prominence. Examples of this strategy: the heiress’s first solo international trip. Before flying to Portugal, Leonor was farewelled in Madrid with honours. She was alone, without her parents. Just like when she entered the Military Naval School of Marín on 29 August. Without her parents. In a few weeks, the heiress faces the two most important events of the institutional year: the parade on October 12th for the National Day and the Princess of Asturias Awards, on the 25th, the first ones she will present as an adult. In Oviedo, we expect the presence of Infanta Sofía, who is in Wales studying her second year of high school.