Mirador Torre Glòries

A new must-visit in Barcelona

Mirador Torre Glòries has been, for just over 2 years, one of the favourite places to discover Barcelona. From its 125m height you can admire spectacular 360º views of the city, and at the same time it revolutionises the way of seeing and understanding cities through the combination of art, technology and real-time data.

Touring the interior of a large sculpture suspended from the dome or enjoying the art installations in the Hipermirador Barcelona, located on floor -1 of the tower, are some of the experiences offered by the Mirador Torre Glòries, a member of the World Federation of Great Towers.

In a mature and highly competitive market such as the city of Barcelona, it was crucial to create an attractive and visible brand to attract both local and international audiences that was fully conversion-oriented.

Challenge

Increasing conversions and brand awareness in a competitive environment

The main challenge was to increase the volume of visitors to the Mirador Torre Glòries, taking into consideration that, after 2 years since its opening, it is still in a growth phase in many markets. Therefore, it was essential to build an omnichannel brand strategy that would work coherently and solidly on brand recognition and user engagement through social networks, as well as through full funnel Paid Media campaigns and SEO, adapting to both local and international audiences.

Results

Significant impact on sales, visibility and engagement

Ticket sales: +20% in sales and visitors with 140% more web traffic from web ads.
Web conversion: +5% in web conversion from international markets.
Impressions generated: 80 million in Paid Media campaigns and more than 8 million in TikTok in less than a quarter.
Increased social media reach and engagement: +154% in profile visits, +115% in total social media engagement and +41% in organic content impressions.
Campaign optimisation: significant increase in the accuracy of audience targeting, contributing to an increase in conversions through Performance Max and Store Visit campaigns.
Metrics analysis: very significant improvement in performance data across all campaigns, which is strategic for decision making and maximising conversions.

Solution

Implementing a comprehensive content marketing strategy

A comprehensive content marketing strategy covering several key areas was designed and executed:

Organic content strategy: A balance was achieved between organic content, based on the experiences you can live at the Mirador, and more commercial content aimed at ticketing. To do this, content was customised for each platform (Instagram, Facebook, TikTok) to maximise impact and encourage community participation by integrating user-generated content (UGC).
Creativity: A creative campaign was designed with a strategic message ‘Barcelona starts here’ and maintained visual consistency across all content, ensuring that each creative piece met both Brand Awareness and commercial objectives. Messages were adapted to each audience (local and international) and to each stage of the conversion funnel.
Paid Media: A full funnel strategy was developed that included social media, SEM and programmatic advertising to maximise conversions and brand awareness. Campaigns were segmented for local and international audiences, both in origin and destination, focusing on increasing ticket sales and visibility.
Data: Advanced measurement solutions (CAPI Online, Consent Mode) were implemented to maximise campaign performance while ensuring accurate tracking and compliance with privacy regulations.

Increasing visitors volume, international conversions and brand awareness with a comprehensive marketing strategy