I disagree, I think that appeal was an attempt to reach them with the message "call home, your family are worried about you". The police message would reach anyone connected with them on social media back home, as well as other tourists in that area in Spain who might come across them.The elephant in the room is how quickly the police put out a press release. They KNOW something happened to them... they probably know what. The police don't start looking for fully grown men in less than a week of being missing unless they know something is wrong.
ETA: I see these news releases frequently in local media, usually followed by a news update that the missing person got back in touch and is okay