Casa Batlló celebrates Chinese New Year 2020
To celebrate the Chinese New Year, Casa Batlló, in collaboration with Alipay, the leading global mobile payment system, will light up its façade in a very special way. On 20 January, it will also launch an exhibition on UNESCO Intangible Heritage in China.
Casa Batlló is preparing for the Chinese New Year by strengthening its collaboration with Alipay, the mobile payment platform belonging to the Alibaba Group ecosystem, including special lighting on its façade and an exhibition on UNESCO Intangible Heritage in China. Casa Batlló can thus contribute to an intercultural dialogue, while facilitating the online sale of its tickets to Chinese visitors, a group with an important language barrier.
China is the third country with the highest number of visitors to this World Heritage site, a figure that has experienced a 14% annual increase since 2017. Alipay significantly facilitates the sale of tickets, being the most widely used platform in China since its launch, thanks to its ease of use and the security it provides users. It is worth noting that it is very important from a digital strategy perspective, due to the fact that, beyond the payment platform, Alipay also serves as a tool for marketing and contact with Chinese tourists, making collaboration between offline and online environments possible. For this reason, both organisations have designed a creative campaign, offering promotions and discounts, to facilitate the arrival and welcome of the thousands of Chinese tourists visiting Barcelona, helping them to discover Casa Batlló through the app before they even arrive in Barcelona.
This new collaboration between Alipay and Casa Batlló is part of an international campaign to celebrate the Chinese New Year, featuring special lighting of Casa Batlló’s façade to transmit a festive message to the thousands of Chinese people residing in Barcelona and to the general public. Due to the international nature of the strategy, other emblematic monuments and buildings across the world will also light up on the same dates, including the Burj Khalifa (Dubai), the Melbourne Star Observation Wheel (Melbourne), the Polar Research Station (Antarctica), the Oriental Pearl Tower (Shanghai) and the Great Wall (Beijing). The initiative is part of a long-term partnership that will strengthen the position and visibility of both brands, Casa Batlló being the only monument in Spain to take part in this collaboration.
Inclusive connection with new visitors, particularly with growing Chinese tourism, has become one of the cornerstones of Casa Batlló’s internationalisation strategy. For this reason, during the week of Chinese New Year, the organisation will launch an exhibition on Intangible Heritage, in order to generate intercultural dialogue between countries. This exhibition will take place from 20 January to 31 January in one of Casa Batlló’s exclusive living rooms.