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Spain | PR Influencer Promotion | Panamá

Spain | Costa Del Sol Digital Advertising Campaign

OBJECTIVES

Turismo de Málaga Costa del Sol needed a digital campaign to increase the bookings of British and German travellers out of season and out of the sun and beach areas. It was important to measure the effectiveness of the campaign, not only to calculate its ROI in booking conversion but also to better understand the behaviour and interests of different product segments (nature, golf, culture).

ACTIONS

Costa del Sol’s digital advertising campaign. Phase one consisted of programmatic campaign with banners and rich media MPU on Premium Travel and Lifestyle pages in the UK and Germany taking the user to a microsite in “lightbox” format without leaving the page that hosts the ad. Once inside this “lightbox” users interacted with the content allowing us to analyse the content that most inspired them. The second phase was “retargeting” in social networks and “Premium” pages with highly personalized messages according to the contents that interested them most in the first phase.

RESULTS

Despite coinciding with the start of the COVID19 pandemic, the campaign far exceeded all the tactical targets set by the client before COVID19 except, logically, the increase in international arrivals at the destination (since the end of the campaign was during the state of alarm when hotels, flights and borders were closed). The strategy and format created for this campaign made it possible to create a valuable database of users in specific segments and with an interest in off-season travel to whom to direct the first post-Covid19 re-opening and recovery campaigns.

  • 16,889,447 Impressions (+5% exceeding KPI)
    11,087,051 Reach (+11% exceeding KPI)
    5,73% (+382% exceeding KPI)
    (+5% exceeding KPI)
  • 79% Visibility (+9% exceeding KPI) 1,15%
    Arrival Rate (+460% exceeding KPI)
  • 1 min 50 Stay Per Session
    (+9% exceeding KPI)