Catalonia targets UK with new campaign
The Catalan Tourist Board is targeting UK consumers with a new campaign to drive awareness of its cultural attractions during the Year of Cultural Tourism 2019.
The multi-channel campaign launching in June will include print, digital, and adverts on buses and digital screens in London’s Piccadilly Circus.
The campaign spotlights the tourist board’s Legends of Cataloniavideo game, developed in partnership with Sony as an industry first to promote the destination, and the Route of Fate short tourism film.
Also, Barcelona artist, Sergio Mora, has also been commissioned to create a series of hand-painted street murals inspired by Catalonia’s cultural story at locations in London and Manchester.~
Mora, who is also known as MAGICOMORA, has won a Grammy and recently collaborated with designers Philippe Stark and Gucci.
The campaign will be unveiled at an event May 30 at London’s Guildhall for travel industry partner.~
At the event, called Catalonialand, an immersive virtual reality experience will bring to life a series of six new cultural routes specially created by the Catalan Tourist Board to showcase the cultural wealth, heritage and landscapes across the region, as well as the Catalan gastronomy and wines.
Aicard Guinovart, director United Kingdom and Ireland at Catalan Tourist Board, said: "The United Kingdom is the second largest source market for tourism in Catalonia attracting over two million tourists in 2018 and generating £1.6 million in expenditure – a 12.8% increase on 2017. So it is important for us to connect with UK travel trade and the industry to show them what our region has to offer this year.
"We know that Catalonia’s rich cultural offering is a key area of interest to visitors so hope that through this campaign, and by working closely with our UK partners, we will grow this even further this year."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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