The United Kingdom and the United States are the main targets of Barcelona Tourism's Christmas campaign. If last year the promotion was focused on Madrid in order to promote a shopping and cultural escape in the national market, this time the bet travels further to address for the first time the Americans, who are already the who spend more in Barcelona, and the British, who benefit from the tax with Brexit.
The campaign A Christmas open to the world refers to the open and hospitable spirit of the people of Barcelona, who open their doors in an advertisement that shows the most illuminated, festive and Christmas side of the city. The scenes also appear behind each of the letters ( Bar , cel , ona ) of the advent calendar, turned into the image of the campaign.
The calendar is the one in which half a hundred buses will walk through the most central streets of London. For two weeks, it is expected to impact more than two million people. In the UK, the campaign will also reach Manchester, Bristol, Edinburgh and Glasgow. In the United States, the ads will run across digital platforms such as Meta, Tik Tok, Google, and YouTube, and the campaign will reach cities including Vermont, Chicago, New York, Boston, Washington, Miami, Los Angeles, and San Francisco.
American tourists are, together with Asians, the group that spends the most during their stay in Barcelona, with an average of 109.8 euros per person per day and a total trip average of 1,900 euros, well above that of all international visitors, which is 1,100 euros. Even so, Christmas is the only time of the year when international tourists spend more than 100 euros per day and person.
The campaign involved an investment of 600,000 euros, 160,000 more than last year. As a novelty in the story, the Mediterranean is introduced, as a Christmas scene, and a nod to the America's Cup. The ads will also reach the Spanish market through digital channels, press and television and consolidated European markets. Investment in media is distributed 38% in Europe (France, Germany, Italy and Ireland), 28% in Spain (in cities with high-speed connection), 18% in the United States and 16% in the United Kingdom . In addition, the campaign will reach the Madrid-Barcelona AVE trains and those connecting Catalonia with Lyon and Montpellier.
