The bikini, the new attraction to draw tourists to Barcelona
This sandwich, which originated in the city, is the star of an airline's advertising campaign about the reasons to visit the Catalan capital.
EasyJet has launched an advertising campaign to commemorate the 15th anniversary of the airline's first Barcelona-London flight. To attract tourists, in addition to a discount on flight prices, three main reasons to visit the city are listed: its light, Gaudí's buildings, and, as expected, the gastronomy. But in this case, the company hasn't chosen bread with tomato or a frying pan, but rather a sandwich that earned its name in Barcelona: the bikini.
In its promotional campaign, the airline speaks of Barcelona like this: "It still has us under its spell. The light. The bikini sandwich. The way Gaudí's buildings seem like fever dreams that somehow received planning permission." The message, naturally, is accompanied by a discount on flights to further convince potential travelers.
Bikinis, hot sandwiches made with sliced bread and traditionally filled with ham and cheese, have become very popular lately, but their origin (and name) lies in the legendary Bikini nightclub on Dios y Mata street, which popularized the name in the 1950s. It's such an easy sandwich to prepare, and there are many variations, including the traditional version. In fact, the chef Joan Gurguí runs no fewer than three La Bikineria establishments in BarcelonaThis is a sign that it's a winning strategy and has an audience.