The United Kingdom and the United States are the main objectives of Turisme de Barcelona’s Christmas campaign. If last year the promotion focused on Madrid to promote a shopping and cultural getaway in the national market, this time the bet travels further to target Americans for the first time, who are already the ones who spend the most in Barcelona, and to the British, who benefit from Tax Free with Brexit.
The campaign “A Christmas open to the world” refers to the open and hospitable spirit of the people of Barcelona, ??literally opening doors in an advertisement that shows the most illuminated and Christmassy side of the city. These scenes also appear behind each of the letters -Bar, cel, ona- of the advent calendar, which has become the image of the campaign.
The image on this advent calendar is the one that fifty of the buses that circulate through the most central streets of London will carry. Thus, over two weeks it is expected to impact more than two million people. In the United Kingdom, in addition to the capital, the campaign will also reach Manchester, Bristol, Edinburgh and Glasgow.
In the United States, the ads will be broadcast through the digital platforms of META, Tik Tok, Google and YouTube and the campaign will reach cities such as Vermont, Chicago, NY, Boston, Washington, Miami, Los Angeles and San Francisco. North American tourists, along with Asians, are the group that spends the most during their stay in Barcelona, ??with an average of 109.8 euros per person per day and with a total average trip of 1,900 euros, when the average of international visitors It stands at 1,100 euros. Christmas is the only time of year when international tourist spending exceeds 100 euros per day per person.
The campaign has involved an investment of 600,000 euros, 160,000 more than last year, and in its audiovisual format it will be projected on television, YouTube and digital media and, for the first time, on Tik Tok. As a novelty in the story, the Mediterranean is introduced as the city’s setting in a Christmas setting, as a nod to the America’s Cup that will be held next fall in Barcelona.
The campaign will also reach the national market, through digital channels, press and television and in consolidated European markets that are susceptible, due to volume and maturity, to generating a greater impact and return. Thus, investment in media has been distributed 38% in Europe (France, Germany, Italy and Ireland), 28% in Spain (in the main cities with high-speed connection), 18% in the United States and 16% in the UK. In addition, an agreement has also been closed with Renfe to promote the Christmas campaign on the Madrid-Barcelona AVE trains and on the service that links Catalonia with Lyon and Montpellier.
