Transports Metropolitans de Barcelona (TMB) marked Sant Jordi's Day with two initiatives designed to engage public transport users in Barcelona. The 'Love Cam' invited passengers to share declarations of love, which were then displayed on TMB's digital advertising spaces and social media channels.
The initiative, hosted by radio presenter Uri Mora from Los 40 Principales, saw hundreds of couples participate throughout the day. Their messages filled TMB's platforms with thousands of heartfelt statements, according to TMB Barcelona News.
Promoting Reading and Connection
The second key initiative for Sant Jordi focused on books, a traditional element of the celebration. TMB launched the 'T-estimo' bookmark, which translates to 'I love you' in Catalan. This item was also well-received by passengers, adding to the festive atmosphere across the transport network.
Sant Jordi, celebrated annually on 23 April, is a significant cultural event in Catalonia, where it is customary to exchange books and roses. TMB's efforts aimed to integrate these traditions into the daily commute, offering a unique experience for residents and visitors using the city's buses and metro system.
Looking ahead, TMB often uses cultural events to connect with its users. The success of these Sant Jordi initiatives may inform future engagement strategies, encouraging more interaction between the public and the transport service during other important dates in the Catalan calendar.
