Professor of Private Law, University of Barcelona

In Barcelona, the rehabilitation adventure began in 1985, one year before the proclamation of Barcelona as Olympic City for the year 1992. Before this date, the city of Barcelona was considered to be sad and grey. A campaign was designed that sought to improve the image of the city. The Barcelona Town Council created a programme of help and grants to rehabilitate the city. This is the origin of the “Barcelona posa’t guapa” campaign which means “Barcelona get pretty”. This campaign is now 20 years old and it has been a great success. In fact, it is considered as the most successful campaign of all those carried out in the city. There were three main reasons for its success.