An advertising campaign will be launched to inform young Aragonese about its advantages
ZARAGOZA, 19 May. (EUROPA PRESS) –
The Minister of Citizenship and Social Rights of the Government of Aragon, María Victoria Broto, and the Director of Marketing and Digital Strategy of Ibercaja, Nacho Torre, have signed this Thursday, May 19, a new collaboration agreement for the promotion, dissemination and marketing of the European Youth Card program in the autonomous community.
Thus, they renew until April 30, 2025 the collaboration they have maintained since the origins of this program, 34 years ago. The Aragonese Youth Institute (IAJ) is in charge of directing, coordinating and promoting it, the regional Executive pointed out in a press release.
The Youth Card Program is conceived as a public service aimed at facilitating the access of the youth population to goods and services of a cultural, sports, recreational, consumer, financial, transport and any other nature that may be of interest to them, as well as the exchange and mobility anywhere in the world, especially in Europe, as established in Law 6/2015, of March 25, on Youth of Aragon.
The Minister of Citizenship and Social Rights wanted to highlight “the transversal commitment of the Government of Aragon for policies aimed at young people, especially from the IAJ”. “Young people have been one of the sectors hardest hit by the pandemic and that is why we want to give them all the support possible,” she added.
Broto has also explained that this year they wanted to enhance the image of the Youth Card program “with an innovative and groundbreaking campaign adapted to the tastes and activities of young Aragonese”.
1.2 MILLION
For his part, the director of Marketing and Digital Strategy of Ibercaja Banco, Nacho Torre, has assured that in the 34 years that the entity has been collaborating with this program, 1,200,000 young Aragonese have obtained multiple benefits from it.
He has highlighted that among the advantages that users use the most are those related to cinema, travel or Aramón. With this collaboration, Torre said, “once again we respond to our corporate purpose of helping people build the story of their lives, because it will be our story”.
Currently, almost 60,000 young people from Aragon between the ages of 14 and 30 enjoy the benefits of the Youth Card. The Program has two modalities: the classic and the financial modality. In both cases the price is 13.5 euros for users with a duration of two years.
In addition to the benefits of the Youth Card, users of the financial modality have the services and advantages that Ibercaja grants to holders of these means of payment.
MAKEOVER
Coinciding with the new agreement, the new image of the European Youth Card Program has been presented. The main color has been changed to capri blue, both in the classic card and in the financial card.
The image of young people on the card has been eliminated and a new logo made up of different colors has been introduced. Each color is associated with each of the five levers into which the Youth Card is divided: sport (green), finance (red), culture (pink), mobility (yellow) and Europe (indigo blue).
Along with the redesign, an innovative advertising campaign will be launched, with bus signage, radio spots, press advertisements, posters and even an event for young people, which has been developed with a “close” tone that seeks to make known to everyone what the new image of the card is like, the aforementioned sources have pointed out.
This afternoon, an informative activity will be held at the IAJ with thirty Aragonese ‘influencers’ to show the new image of the card. The activity consists of two workshops –collage and photography–, as well as musical performances.
EUROPEAN INITIATIVE
The Youth Card is the largest agglutinator of discounts and benefits for those under 30 years of age in Aragon, as well as in Spain and the European environment. The Program is a project carried out by the European Youth Card Association and its main objective is to promote the personal and cultural development of young people and promote mobility and exchange in Europe.
The main characteristic of the card is reciprocity in Europe, for which it is accepted in all countries, being able to make use of the discounts and advantages as a young person from their own country.
The program offers more than 72,000 advantages in transport, accommodation, cultural activities or purchases in general. In addition, it offers discounts on sports, cultural, training, mobility and leisure activities that are very useful and interesting on a day-to-day basis. It can be used in any autonomous community and in 38 European countries.