Ciutat Vella campaign launches today with a catchy reggaeton-style video clip designed to bring Barcelona residents back to the city’s historic heart.
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The initiative comes as many locals have abandoned the central district due to tourist saturation, commercial identity loss, and mobility issues.
Barcelona Oberta, the association representing the city’s main commercial axes, has partnered with the city council on the “¿Bajas al centro o qué?” campaign. Furthermore, they aim to transform public perception through an upbeat digital strategy targeting younger audiences.
Ciutat Vella Campaign Targets Emotional Reconnection
The campaign features a professionally produced music video showcasing daily life across Ciutat Vella’s neighbourhoods. Consequently, viewers are taken on a visual journey through El Born, Plaza Catalunya, La Barceloneta, and the Gothic Quarter.
Developed by Anverso Agency with municipal support, the project seeks to mobilise residents both physically and emotionally. “We want people to feel that the centre is theirs, that it’s the beating heart of Barcelona,” explained campaign organisers.
Meanwhile, the district faces significant challenges that have driven locals away. According to recent urban studies, central areas struggle with maintaining residential appeal amid tourism pressures.
The digital rollout spans YouTube, Prime Video, Spotify, TikTok and Meta platforms. Organisers anticipate over 2 million views and coverage reaching 32% of their target audience. Additionally, 2,500 large posters will appear across Barcelona to reinforce the message.
This Ciutat Vella initiative represents one of Barcelona Oberta’s first major steps to reclaim local visitors. The association recently presented a ten-point plan to strengthen the district’s commerce, including reviving unused emblematic buildings and streamlining bureaucracy for new projects.
The campaign’s underlying message emphasises that Ciutat Vella remains a living, creative meeting point for Barcelona residents. Therefore, organisers hope this fresh approach will mark a turning point in the district’s relationship with its local community.
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