“Barcelona like never before”. With this motto, the Barcelona Tourism Consortium launches this Monday the first tourism promotion advertisement for the Catalan capital after the pandemic … and also since 2016. Aimed at Spanish and European visitors (British, French, Italian and German), the video seeks emotionality with the background voice of the poet and video artist Dani Ortiz, linking words and expressions.
“For the first time the campaign is aimed at a local and international public,” stressed the Councilor for Tourism of the Barcelona City Council, Xavier Marcé. Advertisements, for example, can be seen in central locations or on Marid buses. The promotion opens after a weekend where visitors have increased notably: with 35% of hotels open, occupancies have jumped from 10% to 20%, has indicated the president of Tourism of Barcelona, Eduard Torres.
The general director of the consortium, Marian Muro, stressed that the announcement highlights “a city whose main asset has many faces”, but also the “most emotional and emotional” part. “’Barcelona as never before’ illustrates the new way of being and promoting, with a selection of markets and targets more concrete. Perhaps Barcelona can no longer go looking for everyone, but for those who seek and appreciate our values and idiosyncrasies ”. Muro has stated that the Barcelona Tourism forecast is to receive two million visitors, compared to five million in recent summers.
The campaign presented this Monday wants to highlight the quality of life in Barcelona, with aspects such as creativity, innovation, gastronomy or cultural life, but also sustainability and rest. Common scenarios appear, such as the Boquería Market, a skater in the Macba, the beach, the Rambla, gastronomy, fresh products, popular culture (the castles), shopping, concerts, hands that, if not Rosalía’s, remind you of it, Park Güell … but also less known or recognizable squares or green spaces. And “with the cleanest sky in time,” the voice boasts.
The new campaign, signed by Equipo Singular and has a cost of 470,000 euros, aims to “reach a quality and sustainable audience, who travels both for business and for their enthusiasm” and will be published on the social media accounts of the city and Visit Barcelona, and also in other paid ones. The campaign also wants to impact the media with the ad on digital channels (Google, YouTube, Tik Tok, Online TV) or holiday search engines and portals. It will also be seen on Netflix, HBO or Movistar and “digital outdoor advertising actions”.
The first deputy mayor, Jaume Collboni has stated: “It is time to attract visitors again and to do so with a tourism model based on quality, safety and sustainability. We have taken advantage of these months to prepare ourselves, to redefine our tourism sector and now is the time to put it into practice ”.
The president of the Barcelona Tourism consortium, Eduard Torres, has assured that the sector “will go well and faster than we think” and has assured that the last year “has been hard and work, that it has not looked good, but we will see in the coming months ”.