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TMB launches ‘Cerca de todo’ to connect with its users
People using the metro, bus or AMBbici in Barcelona will begin to see a new message on their daily journeys. TMB has presented ‘Cerca de todo’, its new corporate slogan, a campaign that seeks to connect with users’ everyday lives and reinforce the idea of public transport being present in many moments of the day.
The change replaces the previous ‘Barcelona’t’ and will be rolled out progressively until 2027. It will not affect timetables, lines or fares, but it will affect how TMB presents itself in stations, buses, trains, digital screens, on the web, in the app, over public-address systems and on social media.
The campaign uses scenes familiar to anyone getting around the city: waiting for the metro on a grey day, sharing a carriage with strangers, using public transport on a difficult morning or taking shelter on the bus when it rains. The idea is to move away from a cold brand message and get closer to what happens on each journey.
‘Cerca de todo’ will first begin appearing on TMB’s own channels, such as metro digital screens, MouTV, the website, the app and social media. It will then reach the inside and outside of buses, different metro spaces and train screens.
The slogan also incorporates AMBbici into the metropolitan mobility narrative. This is a relevant detail because TMB no longer wants to present itself only as a metro and bus operator, but as part of a broader network connecting neighbourhoods, municipalities and different ways of getting around.
The change comes at a time when public transport carries ever more weight in Barcelona’s life. With more restrictions on cars, more demand at peak times and increasingly complex metropolitan mobility, the relationship between users and the service goes beyond getting on and off a vehicle.
The new image will not solve frequency, overcrowding or disruption problems on its own, but it does mark how TMB wants to be perceived in the coming years: less as anonymous infrastructure and more as a service that accompanies routines, work journeys, leisure plans and trips between neighbourhoods.
The rollout of ‘Cerca de todo’ will become noticeable little by little, almost as part of the daily landscape. In a city where millions of journeys depend each week on the metro, buses and shared mobility, the way public transport is communicated also influences how citizens experience that service: close at hand, useful and present when it is truly needed.