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RCD Espanyol de Barcelona and Wu Lei, stars of the Catalan government’s new publicity campaign in China
The Ministry for Business and Knowledge, through the Catalan Tourism Agency (ACT) and together with RCD Espanyol de Barcelona has today launched a publicity campaign promoting tourism to Catalonia, in which Wu Lei stars. The objective of this new campaign is to promote Catalonia as a tourist destination in China. The advert highlights the uniqueness of Catalonia and Espanyol with the aim of influencing the decisions of potential visitors in the Chinese New Year 2020.
This campaign continues with the strategic concept developed between the Catalan Tourism Agency and RCD Espanyol de Barcelona. The advert, produced on the back of the partnership maintained by the ACT and the club since 2017, presents the singularity of Catalonia through a visual tour of the region’s unique spots, worthy of just as much attention as its internationally recognized attractions. Catalonia’s bays, streets, national parks, trades and traditions are all on display through the eyes of real people affiliated with RCD Espanyol de Barcelona. In 2017, both institutions developed an advert which, from, the viewpoint of the club’s president, Chen Yansheng, sought to present the Colonia Güell, Montserrat, Món Sant Benet, the tradition of the Castellers and Catalan gastronomy as symbols of the region.
This time, Wu Lei explains to the viewer the emotions one can experience in the Pyrenees, the Costa Brava, PortAventura World, the Priorat, the Ebro Delta and Poblet under the slogan, “Catalonia, near and unique”. The video will be shared on the club’s social medias, as well as those of the ACT and the “blanquiazul” striker, as well as on the Chinese sports channel, Score Sports. The campaign, which was launched today and will end on the 14th December, is targeted at potential tourists from Beijing, Shanghai, Guangzhou and Shenzhen, amongst other cities that often send tourists to our city. Wu Lei’s starring role is no accident. The player is hugely popular in China, with his LaLiga debut attracting an audience of more than 40 million viewers in China (according to Score Sport, one of the most popular apps used by Chinese football fans to follow international football) and considered the Chinese national team’s best player. The project also relied on the collaboration of “Blanquiazul” players Naldo, Javi López and Dídac Vila.