A journey full of journeys
Agència Catalana de Turisme
When choosing the way changes everything
Objective
To decentralize and de-seasonalize tourism in Catalonia by promoting a more balanced, sustainable model distributed across the entire territory, rooted in the concept of the Grand Tour of Catalonia.
Idea
The Grand Tour of Catalonia is a circular journey that connects the region’s most outstanding natural and cultural attractions. A route too long and too rich to be told in a single ad. Its diversity, rhythm, and depth don’t fit into a conventional spot. To truly show it, we needed to go further and create a format that lived up to the experience itself.
That’s why we designed an interactive experience that mirrors the journey: a short film in which each viewer chooses their own route, with multiple paths and endings, connected to a digital platform that accompanies every stage, as if they were actually doing it.
Catalonia is not one destination, it’s many,
and we needed to show them all.
Highlight
A Journey Full of Journeys proposed a new way of understanding tourism: more experiential, more distributed, and more respectful of the environment.
The campaign turned the Grand Tour into a real tool for discovering Catalonia beyond the usual hotspots, inviting people to explore the territory through personal choice and curiosity.
Diffusion
The launch was supported by a cinematic premiere, an interactive digital campaign, and an international media strategy across Spain, the United Kingdom, France, and Germany.
The content was amplified through a dedicated digital platform featuring interactive environments, accompanying users before, during, and after the journey.
Impact
The campaign surpassed 46 million views, with over 8 million trailer plays, and reached more than 10 million households across key European markets.
In 2023, the areas along the Grand Tour saw an increase of around 20% in revenue per tourist, alongside growth of 1,175% in touring tourism and 1,900% in rural tourism—consolidating a more balanced and distributed tourism model.
Alcance del proyecto
STRATEGY
Tourism strategy
Digital strategy
User experience design
CREATIVITY
Strategic conceptualization
Creative direction
Art direction
PRODUCTION
Interactive short film
Digital assets
Website
Google Maps integration
MEDIA
Media strategy and planning
International activation
The challenge wasn’t to attract more visitors,
but to offer many different paths.