The purpose of this agreement is to consolidate the position of Barcelona and Catalonia as a long-haul connection hub and gateway to other Spanish destinations. LEVEL will increase capacities on existing routes between Spain and the United States during the upcoming summer season compared to the summer season of 2023 (65% on the Barcelona-Boston route, 57% on the Barcelona-Los Angeles route, 13% on the Barcelona-San Francisco route, and 8% on the Barcelona-New York route).
Activities to be carried out by both parties under the agreement will involve the creation of joint marketing campaigns in paid media, preferably online, although offline media may also be used when justified by their effectiveness and the ability to quantify results. In addition to paid media campaigns, both parties may propose actions on their own media or in support of marketing, as a complement to paid media campaigns.
These activities will always aim to promote and strengthen the positioning of destinations in the US market, thereby supporting the continuity of the routes.
The agreement has a duration of one year and a budget for joint advertising and marketing actions in paid media of €500,000, to be assumed by Turespaña and LEVEL equally.
LEVEL is the sixth airline brand of IAG, along with Aer Lingus, British Airways, Iberia, Iberia Express, and Vueling.
Both parties acknowledge that this agreement does not exclude the possibility for each, separately, to execute marketing actions or sign other agreements to fulfill their respective social and institutional objectives with other entities, companies, institutions, or organizations, national or foreign.
Turespaña will agree with LEVEL on the marketing and sales support actions to be developed during the term of the agreement.
LEVEL is IAG's long-haul airline, which began flights in June 2017, offering a personalized and distinctive onboard experience at very attractive prices.