CATALUÑA – FC BARCELONA
USA
CANADA
Problem:
In this context, Catalonia, a region reinforced by the development of major industries such as agribusiness, manufacturing and tourism, among others, and noted for its availability and attraction of talent, needed to strengthen its positioning to differentiate itself from its competition, and thus attract investment from the United States and Canada.
However, one of the big problems faced was not only the lack of positioning, but also that, in the minds of our potential target (the C-Suites in the United States) there was no imagery of the region, nor of its location, much less of its capabilities and advantages. Catalonia was simply not on the map for our potential investors.
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Insight:
We needed to find positive, already established attributes, which could quickly position Catalonia as a leadership region. We did an in-depth study with the C-Suites, and we understood that we had to use Barcelona and all of its attributes, inside and outside the business world, as leadership icons for Catalonia. One of them, is the soccer team FC Barcelona.
Solution:
We took advantage of FC Barcelona’s tour in the United States, and the increase in Google searches it generated, to carry out a campaign associating FC Barcelona’s leadership with that of Catalonia in the foreign business sector. It was a perfect association, as FC Barcelona managed to reinforce the values of CREATIVITY, PASSION, AND TALENT that are typical of Barcelona-Catalonia, as the Hub of Southern Europe. It was a successful partnership, which managed to consolidate the positioning of Barcelona-Catalonia as a region to consider for the American market.
