The Circuit de Barcelona-Catalunya strengthens its link with new audiences with an influencer campaign

The digital marketing agency You’re welcome and the Circuit de Barcelona-Catalunya have developed an initiative with local content creators from Catalonia to bring the Circuit closer to new audiences and reinforce its role as a space for experiences beyond the competition weekends.

The action was designed and produced in the weeks prior to the 2025 MotoGP Gran Premi Monster Energy de Catalunya with the aim of support conversation and attendance at international eventwhich culminated in the victory of Marc Márquez.

In this high visibility framework, the Circuit identified the need to connect with a younger and more diverse audience, showing that The venue is a vibrant space of experiences, adrenaline and active leisurebeyond pure competition.

Collaboration approach

To respond to this challenge, Imagina and the Circuit designed a plan in two waves with six Catalan creators linked to the motor and the lifestyle field. The collaboration was structured around three axes:

• First person story: short video pieces that show the Circuit as a leisure plan and cultural meeting point.
• Local connection: profiles with real affinity with the Catalan community to encourage identification and conversation.
• Responsible dissemination: selective amplification of the content that worked best organically, preserving the authenticity of the message.

The activation combined guided tours and experience moments at the venue—designed to generate useful and honest content—with posts on Instagram. The short format was prioritizedwith clear messages about accessibility, environment, leisure options and belonging to the motor community in Catalonia.

“Our job was to orchestrate the content, take care of the tone and ensure that the Circuit’s messages were conveyed naturally. The objective was not only to ‘make noise’but to add contexts and open conversation,” he points out Dani Casanovas, CEO of Imagina.

Main learnings of the collaboration:

• He focus on experience and cultural proximity makes it easier for new audiences to incorporate the Circuit into their leisure agenda.
• The co-creation with local talent It provides credibility and improves the reception of the institutional message.
• A model of progressive diffusion It allows you to listen to the community and adjust the story without losing coherence.