Pope Leo XIV will visit Spain between June 9 and 12, and will make an apostolic trip with stops in Madrid, Barcelona, ​​Gran Canaria and Tenerife. This is an outstanding event in the social and cultural agency of our country that the organization already promotes among the population with a comprehensive communication strategy and a mobilizing message focused on respect and unity in the face of fragmentation and polarization.

The complete program of the visit has yet to be detailed, but it is expected that Leo XIV will celebrate masses in the Plaza de Cibeles, the Sagrada Familia or the Port of Santa Cruz de Tenerife; hold matches at the Movistar Arena or the Santiago Bernabéu, or visit the Montserrat Abbey. The Conference projects a total cost of no less than 15 million euros in total, which will be covered mainly through fundraising.

The trip is organized on two levels. On the one hand, each diocese that hosts it has formed its own organizing committee, responsible for the events in each city. And on the other hand, at the national level it is coordinated by the Spanish Episcopal Conference and a National Coordination Committee established for the meeting, which have been in charge of shaping, among other things, the logo and the claim, the anthem that will accompany the event or the communication campaign.

The logo and motto of the Pope’s visit to Spain

As revealed in April, “Lift your eyes” is the official motto of the visit, based on verse 35 of chapter 4 of the Gospel of John. It alludes to an internal gesture, but also a collective one, that invites us to leave a gaze focused on the self, on routine and division, and open ourselves to others through contemplation.

Furthermore, in a statement, Josetxo Vera, Head of Communication of the Episcopal Conference, pointed out that the motto “brings together the attitude with which the Christians of Spain welcome the visit of the Holy FatherHe also points out that in the concept “alzad” there is “the thirst for God”, and its recognition as a source of unity, beauty and charity, which he attributes, respectively, to Madrid, Barcelona and the Canary Islands.

For its part, the logo represents the three cities through the abstract silhouettes of the Puerta de Alcalá (Madrid), the Sagrada Familia (Barcelona) and the sea (Gran Canaria and Tenerife), which are surrounded by linked human figures. The Virgin Mary is in the center, representing the heart of the Catholic movement. It has been worked by the graphic designer María del Mar Chapa and is presented in different colors and/or with the official motto and the indication of the Pope’s trip.

“It is constructed as an open circle in action. The human figures are holding each other and projecting upwards. That symbolizes community, encounter and mutual support. It’s not just ‘being together’, but moving forward together“Vera pointed out. She also explains that the ascending center of the image marks transcendence and common purpose; while verticality represents the idea of ​​elevation, of looking high, of something that summons us and surpasses us.

The official campaign of Leo XIV’s Journey to Spain

The motto “Look up” inspires the advertising and communication campaign that the Conference has promoted to promote attendance and participation in the Pope’s trip to our country. It has had the collaboration of the TheCyranos agency in creativity, the Ábside Media group – owned by the Spanish Episcopal Conference – in production, and Omnicon Media for media planning.

It consists of two short advertising films whose objective is to invite reflection and bring the Pope’s message closer to society as a whole. The first is titled “New (Old) Friends” and proposes an experiment by bringing together strangers with opposite philosophies to have a conversation. The meetings highlight the differences, but then they dilute them by showing the participants that they could come to understand each other, because they have already done it before with people who think differently.

The piece seeks to convey that even in a context of polarization, people have spent their entire lives connecting with others, beyond the barriers that separate them. Its objective is to translate the spirit of the trip into a familiar and recognizable language, in line with “Look up.” “The motto is an invitation to get out of indifference, listen to the other and meet again. A call to all those, Catholics and non-Catholics, who seek hope, dialogue and meeting points in an increasingly fragmented society“; commented Rafael Rubio, Trip Communication Coordinator, in a statement.

The second piece is titled “Metro” and emulates a hidden camera situation to show what happens when people look up from their mobile phones and themselves, to connect with others. “The intention is to remind us that real connection offers us more answers than our egocentrism and the false idea of ​​digital connection where the algorithm only feeds back our individual vision and our differences.”commented David Fernández and Facundo Reinoso, Creative Directors at The Cyranos.

The advertising campaign will have national dissemination and activations on radio, digital media, social networks and outdoor advertising. On this channel, the strategy highlights some of the reflections shared by Leo XIV and are accompanied by an invitation to attend the different events on the agenda with the claim “If reading this phrase has moved you, imagine listening to it live.” Also included is the logo of the initiative and the website conelpapa.es.

Anthem and merchandising

The communication strategy for the Pope’s visit is complemented by an official anthem, which was presented in April with the title “Raise your gaze”, inspired by the official motto. Its mission is to accompany the visit and, in addition, it will have a social purpose, since the income generated by its reproduction will be allocated to various social works of the Church in Spain.

For its composition, eleven composers from different realities of Catholic music in Spain have collaborated, among them, members of the groups Hakuna and Tuyo, the priests Toño Casado and Jaime Salmonero, and the singers Marcos Ricbour and Javi Caño. It has artistic and musical direction by producer Pablo Cebrián, and is performed by the Great Catholic Voices Choir, created for the occasion with more than 1,700 volunteers from Madrid, Barcelona, ​​Gran Canaria and Tenerife. It has been recorded in the Almudena Cathedral, the Sagrada Familia Basilica, the La Laguna Cathedral and the Gran Canaria Cathedral.

The Pope’s trip to Spain also has its own official line of merchandising products. The collection includes t-shirts, mugs, caps, bracelets and other items inspired by the image and visual identity of the event, and has been promoted together with El Corte Inglés. The products can be purchased in the online store of the chain of stores and on the official website of the visit. The profits obtained from its sale will be used entirely to help with organizational expenses.