We take over the streets of Madrid and Barcelona with Rosalía's campaign and her "LUX TOUR 2026"

When a tour like “LUX TOUR 2026” is announced, there comes a moment when the poster leaves the phone and appears on the street. That is what we did for Rosalía in Madrid and Barcelona. We took charge of the poster pasting in both cities, with street marketing work designed so that the announcement would reach those who pass by the street every day, whether or not they look at social media.

The dates that were seen on the street

The calendar was clear from the start. In Madrid, the Movistar Arena hosts the concerts on March 30 and April 1, 2, 3 and 4. In Barcelona, the Palau Sant Jordi welcomes the artist on April 13, 15, 17 and 18. With those dates in hand, the challenge was for the message to be seen on the street and for people to associate each city with its concert. No waiting for the audience to come to us: we went out to look for it.

How we organized the poster pasting in both cities

Each city has its own rhythm and its own way of moving, so the work was planned separately, although with the same criteria. These are the steps we followed:

• Selection of the spaces where the poster made the most sense, always with permits in order.
• Printing of the posters with the tour design and the dates of each city.
• Placement by areas, with a team that checks the condition of each poster surface.
• Final check to verify that everything is still standing and looks good.

There is no more mystery: it is street work, with people who get up early and know the city. Poster pasting is done by walking, looking, and going back over where you have already been. And in a campaign with two cities at once, that control part is what makes the difference between being seen a lot or being seen halfway.

What this contributes to a concert

A concert fills up with an audience that buys tickets, and that audience is on the street long before it is at the box office. Outdoor advertising does something that other things do not do: it repeats. You see the poster on your way to work, on your way back, and when you go out on the weekend. In two cities like Madrid and Barcelona, with the number of people who move around daily, that impact is noticeable.

Also, there is a detail we like: the poster does not distinguish between fans and curious onlookers. It speaks to everyone. For a tour like “LUX TOUR 2026”, which is presented in two large venues in the country, that is exactly what is sought. There is no need to explain who Rosalía is: what is needed is for the date and the place to be clear to whoever passes in front.

If you have a tour, a festival, a premiere or a launch and you want it to be seen on the street, in Madrid, in Barcelona or wherever it is needed, write to us. We take care of the rest.