Spain Tourism: India to España
CATEGORY: Digital
SOCIAL MEDIA: Twitter (X)
SERVICES: SMM, ORM
01. The Challenges We Faced
TTurespaña, the Spanish Government’s official tourism promotion agency, aimed to elevate Spain’s profile as a preferred tourist destination among Indian travelers. Initiated in December 2022, the project was driven by three primary objectives: to amplify Spain’s digital presence across key social media platforms, including Facebook and Twitter, significantly increase engagement with the Indian audience through interactive content, and ultimately, increase the number of Indian tourists visiting Spain.
The content needed to resonate with the culture, beliefs, and interests of the Indian audience while avoiding sensitive or offensive information. It was crucial to highlight events, festivals, and celebrations, considering the timing and shelf life of the information. Additionally, analyzing competitors’ performance was essential, incorporating successful strategies into our content and being cautious to avoid elements that previously led to problems or controversies.
02. Our Strategy
Content and Copies –
We created a diverse range of posts, such as developing a special series for Navratri, showcasing Spanish locales that matched the festival’s daily colors over nine days, crafting content inspired by the beloved Indian film “Zindagi Na Milegi Dobara,” shot across Spain, and launching themed content campaigns: “Paella Campaign” for World Paella Day, “New in Spain” for New Year, “Journey Of Love” for Valentine’s Day, and “Cherry Blossom In Spain” for spring. Additionally, lead generation campaigns like Quizathon, Bucket List, Cinespaña, and Romance in Spain were introduced, each designed to deepen the connection between Indian audiences and Spanish experiences.
Social Media –
Content was posted when the audience was most active, using vibrant images and videos alongside engaging copies for better reach and impressions. We also monitored comments, responded positively, and addressed queries to maintain a favorable online presence and reputation.
Promotion –
Paid promotions and contests with rewards were conducted to promote the brand and foster community building.
03. The Results We Achieved
The campaign significantly increased the audience from 98,444 to 2,335,743 followers on Facebook and from 8,627 to 13,323 followers on Twitter. Over 1,000 social media posts encouraged Indian visits to Spain, with high participation in contests and campaigns, enhancing engagement. A notable success metric is the remarkable increase in Indian visitors to Spain in 2023, exceeding pre-pandemic numbers.