Starting today and for three months, Barcelona is promoting itself in the middle of Madrid's Gran Via with a giant banner of La Vuelta Ciclista a España. 'Come to Barcelona, live La Vuelta' reads the motto of the campaign with which the city is positioned as a sports capital and venue for international sporting events.
Turisme de Barcelona thus begins a series of promotional and information actions for La Vuelta, which will start in the city on August 26. In addition to the canvas, displayed at number 54 of this Madrid artery, the consortium has launched the Barcelona is Back website with all kinds of information and proposals for bicycle lovers.
Cycling is the axis, but the image of the dynamic campaign is also committed to the America's Cup with the sea, a sailboat and the Barcelona seafront in the background. In fact, La Vuelta will start from Port Olímpic, where on August 26 the first team time trial stage will be held with a 14.6 kilometer route through the streets of the city center. On August 27, Barcelona will once again be in the spotlight, since it will be the finish line of the second stage of La Vuelta, starting from Mataró and ending the stage with a route up the mountain in Montjuïc to culminate very close to the Olympic Stadium.
This will be -with one start and two finishes- the second time that La Vuelta, which is broadcast live by 18 television channels, begins in Barcelona. The first was in 1962. The more than a thousand journalists of 28 nationalities and 298 media who followed the last edition prove the expectation it generates, also in France, Italy and the Netherlands.
With Madrid as the main stage, another of the outstanding elements of the campaign is the Official Train, a vinyl AVE that is already running and with which Renfe and the consortium want to show their commitment to sport and sustainability in the movement of athletes, teams and fans and their relationship with Barcelona. Renfe and Barcelona Turisme have already collaborated on the 'Barcelona launches Christmas' campaign in 2021.
