The Tourism Department of the Government of the Canary Islands will collaborate with the online platforms Expedia and TripAdvisor to stimulate travel sales to the archipelago for the summer.
The strategy is based on segmentation and audience personalization, "identifying active users on both digital platforms who are searching for competing destinations and showing them advertising for the Canary Islands to try to influence their purchasing decision," details the Minister of Tourism, Yaiza Castilla.
Tourism of the Canary Islands is joining forces with these strategic partners and with Turespaña to attract tourists from five markets: the United Kingdom, Germany, France, Italy, the Netherlands, and Belgium, with campaigns that have already been launched and will be active until June 30.
Expedia and TripAdvisor, two platforms with millions of users
The campaigns have an investment of 940,000 euros, financed in equal thirds by each of the participating entities. Specifically, Expedia, with more than 112 million unique visitors to its website and 1.5 trillion page views, is the second largest OTA (online travel agency) worldwide, so its ability to connect with audiences makes it a very valuable partner for Tourism of the Canary Islands.
It is planned to launch nine million impressions through a campaign that includes various locations for 'banners', native advertising, social networks, and 'retargeting', that is, impacts to users who have previously interacted with the brand.
TripAdvisor, on the other hand, with 463 million unique users, is the largest platform for travel content reviews, mostly fed by the users themselves, which gives it great prescribing power. Through ads on the web and native pieces, more than 14.4 million impressions will be launched, impacting users who will be directed to the campaign 'landing page', where they will be offered experiential content and the possibility of making reservations.
TripAdvisor's advanced technological system will allow measuring, on the one hand, the effectiveness of the impacts, by comparing the behavior of those who have received advertising versus those who have not, and, on the other hand, the real economic return generated by the campaign.
"This action is a clear example of how cooperation between different public entities among themselves and with private entities brings evident benefits. It not only allows the optimization of investment, but also maximizes efficiency by reducing advertising noise and directing ourselves in a unified way to the same potential audience," explains the Minister.
"You deserve Spain"
From a creative point of view, we have worked with the campaign concept that Turespaña, a public body attached to the Ministry of Industry, Commerce and Tourism, has implemented in the last year, called 'You deserve Spain', which has been personalized for the Canary Islands with specific pieces for the destination.
This achieves, on the one hand, taking advantage of the integrating force of a global brand such as the Spain brand and the association with the common values it projects, and, on the other hand, singling out the Canary Islands destination with specific creativities.
In addition, two 'landing pages' have been developed in various languages, located on the operators' website, so that all impacts are redirected to a specific space for the destination, where inspirational content and also various offers will be offered so that tourists can buy.
It should be noted that the Expedia campaign is co-financed by the European Feder funds and the TripAdvisor campaign is framed in the agreement signed with the Secretary of State for Tourism to alleviate the losses caused by the bankruptcy of Thomas Cook.
