Internal information from Zarzuela has revealed the step King Felipe has taken to improve the institutional image. The monarch wants his initiative to be carried out and, with it, help give visibility to the Crown.
In addition, this idea will help connect with younger generations. This will undoubtedly benefit Leonor's reputation as a future queen among those she will one day reign over.
Zarzuela announces King Felipe's firm determination
Zarzuela is experiencing a period of major changes. Ten years after King Felipe's coronation, his policies of transparency and modernity are starting to bear fruit. Felipe wants a reign in line with the new times and distanced from the memories left by Juan Carlos's worst years.
For this reason, Zarzuela has shared information about the determination made by King Felipe: strengthening the institution's image on social media. Casa Real considers that now is the time to connect with users through interactive formats. For this reason, the king has ordered the activation of the so-called "quizzes," which allow direct participation and generate conversation.
The idea is for these games and short questions about the monarchy to help bring the institution closer to people in a fun and dynamic way. King Felipe wants Zarzuela's social media to be more than simple showcases, turning them into spaces where followers interact with original content.
This type of strategy aims to attract young audiences, who are used to fast and entertaining content. With the "quizzes," in addition to spreading information, the goal is to humanize the monarchy, showing a less rigid tone.
In the digital environment, closeness is key, which is why the initiative aims to offer content that invites people to play and learn. It's not just about posting official photos, but about opening a channel of conversation that sparks curiosity and empathy.
In addition, for King Felipe, this type of initiative is not something new. During the 2024 Princess of Asturias Awards, he implemented it with more than positive results. That's why he wants to repeat the experience.
King Felipe wants Zarzuela to modernize
This isn't the first time Zarzuela has experimented with digital formats, but now there is a clear will to professionalize this aspect. King Felipe wants the institution's image to adapt to current trends without losing its essence.
For many digital communication experts, this strategy is an opportunity to give the institutional profile a new direction. With this, it moves away from the coldness that is sometimes perceived from the monarchy, so disconnected from society's problems and concerns.
This digital push also has a long-term strategic goal: to pave the way for Princess Leonor's future reign. At 19 years old (19 años), and with a growing public agenda, Leonor is in contact with a generation that lives connected. Through these interactive formats, her image can be built as that of a modern and accessible queen, much closer than her predecessors.
Each "quiz," each interaction, strengthens the emotional bond with the young people who will one day be her main supporters. Felipe understands that a generational shift doesn't only happen in solemn ceremonies, but also in the digital space where opinions are formed.
That's why Zarzuela is looking for different formulas that connect with emotions and not just with data. That is one of the objectives: to open a channel in which the monarchy not only speaks, but also listens.
King Felipe knows that the public image is fragile and that adapting to new times is essential to strengthen it. With initiatives like the "quizzes," Casa Real aims to show itself as modern, accessible, and aware of how new generations communicate. In addition, it paves the way for Leonor to inherit a more approachable and connected institution.