During the month of March, the Institute of Tourism of Spain (Turespaña) presented the campaign “YOU DESERVE SPAIN” seeking to promote Spain as a holiday destination for spring-summer 2024.
With a budget of 287,000 euros, the campaign, completely digital, focused on generating impact on potential tourists from major U.S. cities with direct flights to Spain.
The advertising strategy, aligned with the 2021-2024 Strategic Marketing Plan, focused on digital videos highlighting different tourist products and motivations for different segments of the audience, including urban tourism, rural and cultural experiences. This approach seeks to identify and capture high-value tourists who contribute to the sustainability of the destination, especially those from the United States, who visit less-known places and consume various tourist products.
In addition, Turespaña continues with its advertising strategy based on the Full Funnel system, allowing to design campaigns adapted to each stage of the tourist hub. It highlights collaborative marketing with Spanish tourist destinations, the implementation of data to measure the performance of campaigns and the importance of quality content in association with internationally recognized headlines and publications.
In 2023, this advertising strategy generated significant results, including 880 million impressions, 82 million video views and an induced investment of more than 2.7 million euros from tourist destinations. With this campaign, Turespaña seeks to consolidate Spain as a desirable and sustainable tourist destination for American travelers.