MADRID, 5 Jul. (EUROPA PRESS) –
The presidents of the COE, Alejandro Blanco, and of the CSD, José Manuel Franco, the marcher Jesús Ángel García Bragado, the former sailor Theresa Zabell, the journalist Olga Viza and the taekwondo athlete Adriana Cerezo, silver in Tokyo 2020, analyze the evolution of communication from the Barcelona’92 Games in the evercom agency project ‘A la ville de… Barcelona’.
Through an advertisement, which has the intervention of institutional, sports and journalistic figures known nationally and internationally, the creative communication and marketing agency has studied the transformation of communication from the celebration of the largest sporting event organized in Spain to the present .
30 years ago the dream came true: Barcelona was the venue for the 1992 Olympic Games, a sporting event that opened the doors to the development of Paralympic sport and the presence of women in sport, while at the same time boosting the transformation of communication on a large scale.
For this project, the consultancy wanted to pay tribute to Barcelona and Juan Antonio Samaranch, president of the International Olympic Committee (IOC) between 1980 and 2001, for being one of the key personalities in the opening and development of the Barcelona Olympic Games.
For this reason, the project is entitled ‘À la ville de… Barcelona (30th anniversary of a dream)’, since it is the phrase with which Juan Antonio Samaranch announced that the Games would be held in Barcelona on 17 October 1986.
Other participants in the project include David Escudé, Barcelona councilor for sports and president of the Barcelona Olympic Foundation; and the director of Communication and External Relations of the Spanish Paralympic Committee and participant in the Barcelona Games in swimming, Luis Leardy.
“As a result of these Olympic Games, public transport adapted for people with disabilities began to be seen, and this was transported to different territories,” said José Manuel Franco, president of the CSD.
The year 1992 is known as a revolution for Spanish women’s sport. Names like the sailors Theresa Zabell, Patricia Guerra and Natalia Vía-Dufresne; judokas like Miriam Blasco and Almudena Muñoz; tennis players like Arantxa Sánchez Vicario and Conchita Martínez; the gymnast Carolina Pascual; or the national hockey team, contributed to swell the Spanish women’s Olympic medal table and became the promoters of the sport in Barcelona’92.
TRANSFORMATION TO A 360 DEGREE MODEL
From the relationships between communication, culture and the Games, to the role of telecommunications and information technology, Barcelona ’92 was a milestone at a communicative level that put Barcelona at the center of the world.
“If we look back at the communication of 30 years ago, it will seem that we are in prehistory. In this sense, communication is an aspect that changes at great speed and, therefore, on many occasions we are not able to see its evolution and what Barcelona’92 really meant in this area”, said Alejandro Blanco, president of the COE.
David Escudé stressed that for the generations that have not experienced it, “it is important to continue fighting to once again host the Olympic Games.” “There are possibilities,” he indicated despite the recent shattering of the dream of organizing the 2030 Winter Olympics due to discrepancies between Aragon and Catalonia.