For the sixth year running, TRAM has renewed its partnership agreement with the MACBA, the Centre de Cultura Contemporània de Barcelona (CCCB), the Fundació Joan Miró, the Picasso Museum, the Museu Nacional d’Art de Catalunya (MNAC) and the Fundació Antoni Tàpies to help promote the exhibitions of these museums and cultural centres through the Barcelona tram. This consolidated partnership has a very special dimension this year, as it coincides with the 25th anniversary of the Articket group.
This joint ticket for Barcelona’s main art museums was created as a way to help people access the city’s heritage at a very competitive price, and a quarter of a century later, this passport to Barcelona’s culture is one of the preferred options for local residents.
The partnership between TRAM and the six museums that make up the Articket group is aimed at dynamizing the city’s culture, promoting awareness of what’s on offer at the city’s museums and advertising their exhibition programmes. Through the agreement, TRAM commits to promoting the visibility of the cultural proposals and encouraging people to visit museums through various actions implemented over the course of 2023 and 2024 through its corporate channels.
Tram users will be able to find out about Barcelona's cultural offering through two channels – the posts on TRAM’s social networks and the vinyls created for the tram network by each of the six museums.
The agreement also includes other points, such as the dissemination of art and culture through TRAM’s channels and the use of spaces to organise activities and events. Specifically, during the year that marks Articket’s 25th anniversary, TRAM will be promoting the city’s culture by giving away 25 passports to its followers. The anniversary comes at a moment of great international artistic relevance as it coincides with the beginning of the celebrations for the years dedicated to Joan Miró, Pablo Picasso and Antoni Tàpies.
Calendar of communication actions in TRAM
The communication campaigns on the Barcelona tramway began this July when a tram on the Trambesòs network was decorated with vinyl panels with images from the exhibition Laura Lima. Balé Literal at the MACBA Museu d’Art Contemporani de Barcelona. The full calendar of actions is as follows:
- MACBA from 1 July to 31 August 2023
- Picasso Museum from 1 September to 31 October 2023
- Fundació Joan Miró from 1 November to 31 December 2023
- CCCB from 1 January to 29 February 2024
- Fundació Antoni Tàpies from 1 March to 30 April 2024
- MNAC from 1 May to 30 June 2024
Articket is the pass that gives direct access to six of Barcelona’s museums for 12 months. The museums included in the pass are the CCCB, the Fundació Antoni Tàpies, the Fundació Joan Miró, the MACBA, the MNAC and the Picasso Museum. With a passport format and added value in the form of information on routes and curiosities in the city, this art passport takes people on a journey through the art offered by the city’s main art museums with a 45% discount off the general admission price. Its format and the fact that it’s valid for a whole year make it a perfect gift, as well as a unique souvenir of Barcelona’s cultural richness for those who visit the city.