How can launch visibility become diversified paid audiences — without losing cultural credibility?
Independent portfolio case · Barcelona · 2026. Not commissioned by Espai Imagina, Mediapro or UPC.
How can Codi Gaudí convert launch visibility into diversified paid audiences — families, schools, tourists, Gaudí/culture visitors and local residents — while reducing barriers around price, timing, accessibility, XR expectations and perceived tourist-trap risk?
The case uses public evidence only: Espai Imagina visitor information and pricing, institutional material, Barcelona tourism context and comparable cultural/immersive attractions. No internal ticketing, survey or interview data was available.
The public family pack rises from €37.50 on Monday to €69.50 at weekends — precisely when local families have more availability.
The defendable proposition is research-backed access to Gaudí’s creative system and unbuilt projects, supported by the UPC Gaudí Chair.
Mixed/virtual reality can raise perceived value, but age guidance, comfort, accessibility and headset expectations need clearer pre-visit framing.
Public-facing pages have surfaced conflicting practical details. For a timed-ticket attraction, consistency is part of conversion confidence.
The case separates four levels: evidence directly supported by public sources; interpretation derived from that evidence; hypotheses that need testing; and research gaps that cannot be resolved without internal data or primary research.
The full PDF includes the benchmark set, prioritised experiments, audience-focused KPIs and the primary research plan that would follow with client access.