Barcelona Obertura is an initiative of Barcelona Global, an independent non-profit association formed by companies, research centers, entrepreneurs, business schools, universities and cultural institutions and more than 800 professionals from Barcelona. Its goal is to promote the rich variety of music and position Barcelona on the world map as one of the global cities where classical music has a special relevance.
The aim of the digital project is to make Barcelona Obertura a point of reference for the classical music scene in Barcelona, uniting in one place the proposal of the Gran Teatre del Liceu, the Palau de la Música Catalana and L’Auditori.
We accompanied Barcelona Obertura in the process of improving its website before activating the campaigns aimed at attracting international audiences.
The campaign project began with a configuration of Google Tag Manager and ecommerce analytics. The purchase of tickets is done in an external system, so as campaign conversion we measured the traffic we send to each of the concert venues and the click on the ticket purchase button.
With a tight initial investment we successfully impacted the target markets. In addition, part of the budget was allocated to publicize the local concerts of the Barcelona Obertura Spring Festival.
