Visit Benidorm exposes ‘storytelling’ as an effective communication tool for destinations

24 January 2020

Visit Benidorm expone el ‘storytelling’ como eficaz herramienta de comunicación de los destinos

Within the #techYdestino section organized by Fitur and Technology Institute Hotel on technology and innovation for the tourism sector from the key concept 'everything is connected', the managing director of Visit Benidorm has developed this morning the panel 'Storytelling as a communication tool of the destinations'.

Leire Bilbao, after exposing the reality of the public private management entity that is Visit Benidorm and the lines of action, "always looking to generate the maximum impact", explained the process that Benidorm has taken with the marketing of influencers until reaching the storytelling marking: "The key is," he explained, "to manage and measure it." For this, the Benidorm City Council has a tool that quantifies the impact. "The return on investment -ROI- is fundamental," he said.

The thirteen events developed in 2019, with 59 influencers have reached more than one million one hundred thousand likes, 36,000 comments and a reach of 16 million users. "Thus, a minimum investment has achieved a return on investment of more than one million euros."

Visit Benidorm Analytics, manages and monitors the actions of content generators and works "To talk about our brand as we want." This promotional formula creates the need to travel to the places in the photos. And he did not disdain the micro influencers: "from actions with them later initiatives of greater scope can be derived".

Leire Bilbao highlighted the absolute involvement of the team that brings its creativity and maximum involvement and has already developed eight episodes in its online web series as effectively portraying the reality of the highly segmented tourist offer in Benidorm.

In the three days of #techYdestino, half a hundred prestigious speakers have passed through Hall 10 of IFEMA and the International Meeting of Technology Centers has been held.

The mayor, Toni Pérez, intervened in the panel 'Transformation of the Tourist Model' and delivered the AMT Smart Destinations Awards 2020 distinction.