Turisme de Barcelona kicks off the promotional campaign for La Vuelta

13-06-2023 | Turisme de Barcelona

Barcelona Tourism boosts an exciting promotional campaign for La Vuelta cycling race with eye-catching actions in Madrid and through a Renfe AVE train. This three-month strategy aims to capture the attention of the national audience and cycling enthusiasts in countries with a strong tradition in this sport, such as France, Italy, and the Netherlands.

The campaign started in Madrid, where a large canvas was displayed on the emblematic Gran Via, and a Renfe AVE train wrapped with La Vuelta's image was launched. In addition, a multilingual website called "Barcelona is back in action" has been created, compiling all the information about the event and positioning Barcelona as the epicenter of major sports events.

The slogan "Come to Barcelona, Experience La Vuelta" invites visitors to experience the excitement of the city during the event, highlighting its vitality, culture, and gastronomic offerings. This initiative aims to reaffirm Barcelona as a benchmark in organizing international sports events, enriching its brand image through culture, sports, gastronomy, creativity, and innovation.

The Consortium, responsible for the campaign, seeks to promote sports and the cycling culture among citizens and visitors, involving the community in this significant event and promoting their attendance during the competition's start, which will take place on August 26th.

Furthermore, in collaboration with Renfe, Barcelona Tourism has turned the railway company into the official train of the city and the La Vuelta campaign. In this sense, a Renfe AVE train has been put into circulation featuring the competition's image and promotional projections on board. Renfe values its commitment to sports and sustainability in the transportation of athletes, teams, and fans, continuing to support events that promote the image of the Catalan capital.

In addition to the actions in Madrid and through the AVE train, the campaign will extend with advertisements in print media and digital platforms, with a presence at Sants station and on radios. During the competition, screens will be used at the airport, and 7 km of canvases will be deployed on the circuit's perimeter fences, with an expected impact of 1.5 million viewers, reinforcing Barcelona's position as a sports tourism destination.

With La Vuelta starting on August 26th in Barcelona, this event is expected to be a highlight on the city's sports calendar and a boost for sports tourism.