The digital campaign “Always Warm”, began in January 2020 with the aim of encouraging reservations on the Costa del Sol in the first half of 2020. 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).
Interface Tourism designed a two-phase strategy that first identified destination-related traveller profiles in the UK and Germany, interacting with them and capturing data on their interests in a passive and non-intrusive way (based on their interaction with microsite content) to then serve personalized offers in a wave of retargeted advertising and, thanks to Adara Impact’s tool, measure the behaviour of each user after contacting the campaign until a reservation is made.
In the second phase we also expanded the target audience with “look-alike” profiles (profiles from previous campaigns similar to those that had interacted with the first phase of the campaign).
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.