Case Study

Spain – Madrid and Andalucía Turist Board

Overview

NatCom was retained to create a digital blueprint for the two leading tourist destinations in Spain – Madrid and Andalucía.  Our agency developed a diversified and complementary digital platform for the two entities that included layout, content, promotional offerings, social media approaches and sales incentives.  The project represented the first digital initiative ever launched by a Spanish tourist authority.  The campaign, of three year’s duration, was budgeted at $1.2 million.

Objective

To increase the worldwide choice of Spain as a preferred travel destination through the targeted use of modern media approaches.

Strategy

Developed a dynamic and user-friendly digital initiative offering price incentives and easy, one-stop booking tools to both consumers and the travel trade.

Tactics

Over 15 different web sites were utilized to initiate the digital campaign.  Most of the sites were landing pages that directed the viewer to request additional information about travel to Madrid or Andalucía.  English and Spanish were used intermittently on banner and skyscraper advertisements with special book now pricing offers.  After entering basic information, the user was taken to specific web sites within Spain that provided the information requested.  In addition to consumer promotions, NatCom created a special digital initiative for the travel trade group that makes up the largest segment of Spain’s $50 billion international travel market.

Results

As a result of our wide-ranging digital initiatives, tourism in Madrid and Andalucía increased 9% and 7% respectively throughout the term of the campaign.