Tourism marketing case study: Visit Costa Brava achieved 3x higher CTR and 12x more engagement with Sona ad unit
Our content-driven Sona ad unit has been empowering reach and engagement of branded content for top tier brands across different verticals. We have been achieving great results within travel and tourism industry and are proud to share the success story of Visit Costa Brava campaign, which leveraged Sona ad format to package all their content efforts and distribute them to premium publishers in a highly engaging ad unit.
Be sure to download the free PDF file for an in-depth analysis of the case study here.
The Costa Brava - a coastal region of Catalonia in northeastern Spain - is a popular holiday destination with its good summer climate, nature, and excellent beaches where packaged holiday tours are sold to France and Northern Europe. However, due to the sociopolitical situation in Catalonia in the last year, there was a substantial decline of French tourists, which is also the main international market for the region.
Working with Medialog agency, the tourism office of the region of Costa Brava initiated an advertising campaign targeting France in order to win back the hearts of the French tourists.
"Sona enables us to accelerate reach of branded content beyond social media borders and achieve very high user engagement!"
Philipp Fürst, Director, Medialog (Prev. GM, Zenith Barcelona)
Medialog’s strategy was to prioritize content marketing over conventional display, and emotion over rational messaging in order to combat the negative perceptions towards the region due to last year's complicated sociopolitical situation.
A large volume of content (photos, videos, articles) was created by Visit Costa Brava tourism board and long-tail influencers. Content was pushed accross social media channels and premium travel-related publications in France.
Medialog chose Sona as a key tool to repackage all content efforts across all digital channels and guarantee reach in a highly engaging and interactive ad format.
Ads were distributed in both the forms of traditional display banner and Sona ad
format. The images being used as banner ads were also packaged in the Sona ad
unit as call-to-actions which drove traffic to booking sites. The Sona ad format
generated 67.3% of total campaign engagements! Sona’s engagement rate (ER)
registered 3.69% and click-through rate (CTR) at 0.58%.
Comparing Costa Brava’s standard display ads to Sona ad unit, Sona generated 12 times higher ER and 3 times higher CTR.