News
Barcelona and Barça join forces to promote Sant Jordi with an international campaign
The Agència Catalana de Turisme has launched a digital campaign together with Barça to promote Sant Jordi and Catalan culture, with six players as the international face of the campaign.
Barcelona becomes an international showcase with a campaign that brings together football and culture. Six Barça figures invite people to discover the essence of Catalonia during Sant Jordi. The initiative aims to attract visitors and strengthen the bond between the club and the city.
Barcelona takes another step to put itself on the international map with a campaign that blends sport and tradition. The Agència Catalana de Turisme has launched “The great journey through colors”, a digital initiative that leverages Barça’s global reach to invite people to discover Catalan culture during the diada of Sant Jordi.
The campaign features six players from the blaugrana club: Aitana Bonmatí, Pau Cubarsí, Alexia Putellas, Eric Garcia, Ona Batlle y Ferran Torres. They are the face of a proposal that seeks to capture the attention of fans around the world and bring them closer to the cultural, heritage, and identity richness of Catalunya.
The campaign is mainly rolled out on the social media channels of Barça and Catalunya Experience, with content showing the connection between the club and the Sant Jordi celebration. Until 7 April, followers can take part in digital experiences that will let them get to know the tradition up close and also have the chance to experience the diada in Barcelona.
The goal is clear: to strengthen Catalunya’s international image as a cultural destination and consolidate the bond between the territory and Barça. The campaign also includes online communication actions to reach new audiences and position the city as a benchmark for cultural tourism.
The presence of such well-known Catalan football figures in this campaign not only boosts the visibility of the diada of Sant Jordi, but also turns Barcelona into a meeting point for sport, culture, and tourism at a key moment of the year.
The diada of Sant Jordi is one of the most emblematic celebrations in Catalunya, when the streets of Barcelona fill with books, roses, and cultural activities. This day, which combines literature and tradition, attracts thousands of visitors every year and reinforces the sense of local identity. The involvement of institutions and sporting icons in its international promotion reflects the importance of Sant Jordi as a symbol of the city and its ability to connect with audiences around the world.