PROMOTUR CANARY ISLANDS TOURISM

Between May 21 and June 6, Turismo de Canarias carried out a campaign to promote tourism in the region, combining DOOH impacts from the central screens of Callao City Lights with the subsequent mobile reactivation of those users who visited the area during the campaign period.

 

The outdoor advertising strategy managed to reach more than one and a half million unique users and exceeded 4.5 million impacts on an audience of men (61.54%) and women (38.46%), with an average age of 26 to 40 years (37.71%) and a socioeconomic level mostly medium (45.51%). A public interested mainly in science, fashion, politics, employment and automotive, resident in Madrid city (75.65%) and also with a job in Madrid (78.52%).

 

59% of the users impacted by the outdoor campaign were again impacted by the mobile retargeting strategy established in parallel. This mobile retargeting action featured 4 creatives and 3 formats: Interstitial 320x480px (300,000 impressions contracted), Video PreRoll (300,000 impressions contracted) and Video Instagram/Facebook (50,000 views contracted) that showed different activities that travelers can carry out in the Canary Islands, reinforcing brand recall and positioning the Canary Islands as a tourist destination in the user’s top-of-mind.

 

The best VTR of the video formats was achieved in the PreRoll video, as it was viewed in its entirety 83.73% of the times it was shown. The VTR result for the PreRoll video exceeds the average for this format which is normally around 75% – 85% VTR.

 

In terms of video formats served on Facebook/Instagram, one of the creatives achieved higher VTR, as 39.59% of the times it was viewed in full.

 

As for the geo-profile of mobile users, more than 51.41% were men between 26 and 40 years of age of middle socioeconomic level, interested in art and entertainment, sports, travel and shopping.

 

Finally, it is worth highlighting the viewability (mobile visibility) on display, which reached 80.69%.