Turisme de Barcelona promotes the campaign "A Christmas Season Open to the World" to welcome and establish the city as a Christmas destination
The creative concept revolves around an Advent calendar, where doors marked by the letters BAR CEL ONA unfold to showcase the enchantment and festive spirit of Christmas in Barcelona, enticing individuals to step inside and join in the celebration.
14-11-2023 | Turisme de Barcelona
In an effort to highlight Barcelona as a Christmas destination, Barcelona Tourism has launched its new international Christmas campaign with a surprising strategy. The most outstanding novelty is the opening to long distance markets, especially the United States, transmitting a welcoming message through a creative proposal that uses an advent calendar to invite all visitors.
The focus of this year's campaign differs from the previous one, focusing its impacts on outbound markets with a greater interest in spending on shopping and sensitivity towards culture and traditions. With the slogan "Barcelona, a Christmas open to the world", the campaign highlights the open and welcoming spirit of the city, inviting visitors to enjoy its unique offer during the Christmas season.
The visual strategy translates into an advent calendar whose windows are represented by the letters BAR CEL ONA, through which the light, energy and magic of Christmas in Barcelona are revealed. The audiovisual piece is a journey through Christmas in Barcelona, showing emblematic doors that open to reveal the city's cultural, commercial and gastronomic offer.
The campaign is presented in audiovisual format for media such as television, YouTube and digital media, including the innovative TikTok channel, as well as in graphic format for physical channels such as the press. The novelty in the story introduces the sea as a Christmas setting, making reference to the America's Cup sailing competition to be held in Barcelona's waters in 2024.
Barcelona Tourism has launched a website with stories and proposals adapted to different audience preferences, such as spending Christmas in 48 hours, Christmas by the sea, non-Christmas experiences or proposals for a family Christmas. The campaign is aimed at three different audiences: lovers of local culture and traditions, families in search of shared experiences and urban visitors interested in local shops, design, gastronomy and culture.