Barcelona and Barça join forces to promote Sant Jordi with an international campaign

Barcelona becomes an international showcase with a campaign that brings football and culture together. Six Barça figures invite people to discover the Catalan essence during Sant Jordi. The action aims to attract visitors and strengthen the link between the club and the city.

Barcelona is taking a further step to place itself on the international map with a campaign that mixes sport and tradition. The Agència Catalana de Turisme has launched ‘The great journey through colors’, a digital initiative that takes advantage of Barça’s global reach to invite people to discover Catalan culture during the Sant Jordi celebration.

The campaign features six players from the blaugrana club: Aitana Bonmatí, Pau Cubarsí, Alexia Putellas, Eric Garcia, Ona Batlle and 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 Catalonia’s cultural, heritage and identity wealth.

The campaign is mainly being rolled out on Barça’s and Catalunya Experience’s social media, with content showing the connection between the club and the Sant Jordi celebration. Until 7 April, followers will be able to take part in digital experiences that will let them get to know the tradition closely and also have the chance to experience the celebration in Barcelona.

Photo by fcbarcelona

The aim is clear: to strengthen Catalonia’s international image as a cultural destination and consolidate the link 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 figures from Catalan football in this campaign not only boosts the visibility of the Sant Jordi celebration, but also turns Barcelona into a meeting point for sport, culture and tourism at a key time of year.

The Sant Jordi celebration is one of Catalonia’s most emblematic festivities, when Barcelona’s streets 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 figures 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.