CATALAN TOURIST BOARD
Where strategy meets storytelling
ALL PROJECTS
CATALONIA NEWS
Catalonia News was the first English-language newsletter the Catalan Tourist Board ever produced for the U.S. market. I built it from scratch: concept, editorial structure, design, copywriting, and distribution. Each issue was crafted to inform and inspire travel industry professionals and enthusiasts, combining destination storytelling with curated event guides and cultural features. In six months, the publication grew to reach 20,000+ recipients per campaign.
EIGHT WAYS TO EXPLORE CATALONIA
Catalonia has no shortage of stories. The challenge is knowing which ones to tell, and how to make someone feel them before they ever book a flight. I co-developed the concept, produced the full video from pre-production through post, recorded and edited the narration, and built every sequence, including original compositions created from scratch. The result was a 10-minute destination film designed to move luxury travel advisors from awareness to recommendation. This wasn't a promo reel. It was a strategic storytelling tool.
THE VIRTUOSO WANDERLIST
Virtuoso is where the world's top luxury travel advisors go to discover and recommend destinations to high-net-worth clients. Getting Catalonia noticed on that platform meant more than listing attractions. It meant crafting experiences that felt personal, specific, and irresistible. I built the entire Wanderlist from the ground up: selecting the experiences, writing every entry, and curating every image across 13 destination ideas spanning adventure, gastronomy, culture, history, and nature. Each piece of copy had one job: make an advisor think of their most discerning client and say, "this is exactly what they need."
BUY CATALUÑA MÉXICO
Not all marketing lives online. Buy Cataluña México was a major international trade event bringing together Catalonian tourism providers and Mexican travel industry professionals in Barcelona. I designed and produced the bilingual event collateral in Spanish and English, including the save-the-date and formal invitation, co-branded with the Spanish Embassy in Mexico and Emirates. Clean, institutional, and built to travel across borders without losing its voice.
CATALONIA, THE PRESENTATION
Trade shows move fast. You have minutes, sometimes seconds, to make a destination stick in someone's mind. I designed this 31-slide presentation deck for the Catalan Tourist Board's appearances at major U.S. trade shows, including the Las Vegas Travel Agent Forum. Built in Canva from scratch, it covers Catalonia's geography, climate, culture, history, and four distinct city identities, giving travel advisors and industry partners a complete, visually compelling picture of the destination in one sitting. Clean enough to follow from a distance. Compelling enough to make someone want to book a flight.
_pdf.png)
THE CTB STORY
The Catalan Tourist Board hired me to grow Catalonia's presence in the U.S. market. In six months, I built two content channels from the ground up: Catalonia News, the agency's first-ever English-language newsletter reaching 20,000+ recipients, and a curated campaign on Virtuoso, one of the world's leading luxury travel platforms. I co-developed the content strategy, wrote every word, curated every image, and produced a 10-minute destination video from pre-production through post. The work wasn't just content. It was a complete destination marketing ecosystem built for two distinct audiences simultaneously.
