Case study: Spain Tourism

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1. CLIENT:

 “We were very impressed with YourLIfeChoices’ execution of the Spain Tourism’s online campaign. We were particularly happy with the campaign results including the CTRs and CPMs achieved. The quality of content created was exemplary, the writers and wider team understood our goals and exceeded our expectations.”

Chet Franciso, PR & Media Executive. Spain Tourism Board

2. CAMPAIGN GOALS:

  • To increase awareness of Spain as a destination amongst Australians
  • To increase consideration of Spain as a destination amongst Australians
  • To drive traffic to ‘Spain is Culture’ Microsite


3. TARGET AUDIENCE:

  • Over 50s
  • Retirees/Seniors
  • Female skew
  • Australian


4. SOLUTION:

The Spain Tourism campaign ran from May to July 2016 on YourLifeChoices to promote the ‘I need Spain’ message to their target audience within Australia.

Spain Tourism used YourLifeChoices’ high-impact display units: double MRECs and Leaderboards, to promote their message through sponsoring the targeted and ever-popular Travel section across the three-month duration of their campaign.

The beautiful imagery used in the creative, that perfectly showcased the destination, combined with the ideal audience on YourLifeChoices resulted in very impressive campaign results for Spain Tourism.

The display campaign was complemented by sponsored content promoted through YourLifeChoices’ daily Enewsletters on three separate occasions through the campaign.

CAMPAIGN DETAILS

Duration

1st May – 31st July 2016

Products

Display

Double MREC

Leaderboard

Enewsletter

Leaderboard

Sponsored Links

Sponsored Content

3 X articles

 

5. KEY BENEFITS OF CAMPAIGN:
Spain Tourism’s campaign on YourLifeChoices targeted the travel enthusiasts on the site through the sponsorship of the travel section. This provided optimum use of the budget available as the display advertising was only presented to readers actively seeking out travel content.

This display activity was complemented through integrated sponsored content written by experienced YourLifeChoices writers, which allowed Spain Tourism to communicate more detailed information about the destinations they wished to promote.   

This content was promoted through the site and sponsored links within three Enewsletters. This magnified the reach of the content and ensured Spain Tourism’s message was exposed to YourLifeChoices’ email database of over 145,000 members.

6. CAMPAIGN RESULTS:

METRIC

RESULT

Double MREC CTR

0.23%

Leaderboard CTR

0.33%

Emails sent

411,754

Average open-rate

46%

Source: Campaign Monitor

LINKS:

Media pack

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Written by Lara Gray

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