The tourist promotion campaign “Follow your instinct” of the Diputación de Pontevedra already exceeded by far the objectives set for this year by achieving more than 24 million impacts, when the annual target was 20 million. The president of the County Council, Carmela Silva, took stock of the summer and the campaign, to which she attributed part of the success of the Rías Baixas occupation in the months of July and August.
Silva recalled that this publicity campaign was focused on three types of channels: Smart TV, social networks and the media. As for the visualizations of the videos, there were already more than 5 million complete visualizations, when the objective was 3.4 million. In terms of visits to the website and social networks “we generated more than 200,000 in total.
On Smart TV, more than a million visualizations were achieved in the video ads contracted on the Atresmedia and Mediaset platforms, 96% complete. On Youtube, more than 1,200,000 impressions were achieved with the generic, coastal and heritage spots, 65% of them complete. Regarding the diffusion through social networks, three spots (generic, coastal and heritage) were also announced on Facebook with a rate of complete visualizations of 90%, 334,000 complete of the total 369,000, and 1.6 million impressions and 16,000 clicks on ads directed to the web on Facebook and Instagram.
In our different video ad formats in xeralistic or non-tourist media, we obtained a percentage of complete views of between 50% (641,000), 80% (2,036,000) and 73% (372,000). With respect to the banners, 13.7 million impressions were produced and 26,000 clicks on the web page. The campaign “Follow your instinct” was also spread in some of the main digital media, “we were in all the Galician newspapers” and also in others like El País, El Mundo, Lana Nueva España, ABC, Lana Razón, 20 Minutos, Lana Vanguardia, Mundo Deportivo, Diario Información, El Periódico, Heraldo, Marca, Telva, Expansión, Cinco Días, El Comidista and Verne.
Similarly, advertisements were also published in online travel magazines such as Viajes National Geographic, which had 38,000 page views of an article on the destination, 471,000 impressions of the advertisements on its website and social networks with 7,500 interactions with the publications. In Viajar magazine, the results were 30,000 page views of articles about our destination and Soutomaior Castle, and 77,000 impressions on social networks with more than 5,000 interactions. As for Traveler, it obtained 87,000 page views of an article about our destination and 815,000 impressions on social networks. And finally, Elle Living achieved 125,000 banner impressions with nearly 200 clicks to the web.
The provincial president also emphasized the particular data of the month of August, in which 18 million impressions were obtained with the campaign, more than 4 million complete visualizations of the promotional comings, while the publications and announcements had case 80.000 interactions and clicks in the networks and web of Tourism Rías Baixas