The Early Music Festival in Ubeda and Baeza (FMAUB) was born in 1997 with the idea of boosting the candidacy of both cities as a World Heritage Site by Unesco. The high international body approved the declaration of Ubeda and Baeza cities as World Heritage Site on July 3, 2003. In its report, UNESCO stressed the union culture and the important contribution of both cities in Spain for the introduction of ideas from Renaissance Italy. A highly innovative and distinctive programming often built upon musicological research is the main feature of the FMAUB. No less that 71 of curated programmes based on unknown pieces and musicological documentation have been presented since its beginning until 2016. A design of original contents has been prioritized against policies based on marketing or on engagement of well-known performers. FMAUB is specialized in Spanish and Latin-American music, aiming at build a cultural link between Europe and the New World, while it promotes several premieres of Hispanic music every year. This aim has allowed to create a brand image standing out over other festivals.