Catalan TOurist board
The Brief
The Catalan Tourist Board sought to position Catalonia as a premier European destination for gastronomy, sustainability, and cultural experiences in 2025, engaging UK travellers through creative and impactful storytelling. To achieve these goals, they partnered with APL Media’s National Geographic Traveller (UK) Branded Content team to develop a multi-platform campaign that showcased the region’s unique offerings.
This collaboration was designed to highlight Catalonia’s status as Europe’s first World Region of Gastronomy while encouraging exploration of lesser-known areas such as Lleida, Val d’Aran, and Terres de l’Ebre.
Our Approach
In response to the brief, the Branded Content team developed a multi-platform campaign to position Catalonia as a premier European destination for exploration in 2025. Throughout the process, APL Media collaborated closely with the client to ensure content authenticity and alignment with Catalonia's tourism initiatives.
Key campaign details
- A series of branded content articles highlighting Catalonia’s culinary and cultural richness for National Geographic Traveller (UK)’s website, each focusing on a different region in Catalonia.
- Immersive YouTube videos, paid social media promotions, online banners and spotlight mentions in National Geographic Traveller (UK) newsletters.
- All digital content from the campaign was housed on a dedicated microsite on the National Geographic Traveller (UK) website, providing a central hub for readers to explore Catalonia’s diverse experiences.
The Results
The Branded Content team at National Geographic Traveller (UK) successfully executed a campaign highlighting Catalonia’s diverse appeal through a dedicated content hub, editorial features, and immersive videos.
The campaign achieved strong engagement across digital platforms, with video views and social reach exceeding industry benchmarks for destination-led campaigns. Supported by paid promotions on Facebook and Instagram, along with newsletter and banner placements, it generated meaningful reach and sustained interest.
Recognised for its editorial depth and visual storytelling, the project had measurable impact across channels and received positive client feedback, which has since influenced discussions on continued brand activity and expanded coverage of Catalonia’s emerging regions.
