Benidorm starts the first major promotional campaign in the national market, based on precision marketing

Benidorm has already started a "powerful promotional campaign in the national market" based on "precision marketing", which will run "until September 14" and which constitutes "the first of the significant promotional actions that are put into march coinciding with the reactivation of mobility and the end of perimeter restrictions, especially in the Valencian Community ”. This has been announced today by the mayor, Toni Pérez, during the second day in Madrid International Tourism Fair (Fitur).

This campaign is a co-marketing action involving an investment of close to 240,000 euros, contributed by Visit Benidorm and Hosbec and with which the Costa Blanca Tourist Board and Turisme Comunitat Valenciana also collaborate.

According to the mayor, “we maintain the message‘ Tailor-made vacations ’but now we also support the commercialization of VisitBenidorm.travel that we announced yesterday, which will focus on the conversion, in parallel to the advertising reach of the brand”.

Toni Pérez stressed that this campaign is the result of “applying tourism intelligence to promotion”, in order to maximize every euro invested through precision marketing ”. Initially, the initial impacts are estimated "at 210 million impressions and more than 600,000 clicks."

Hence, the mayor has affirmed that with these impacts "one of the best results that we have ever obtained with a campaign should work" and "further strengthen the Benidorm destination within the 'top of mind' of users for their tourist preferences this summer 2021.

Based on the analysis of the data, in this promotional action "messages are launched at the right time and format, impacting the ideal user within a fragmented and multiscreen audience." In short, "we reach the right user, at the right time and with the right message."

Microsegmentation
For the design and development of the campaign, a contest was launched, which was won by the digital marketing agency Nivoria. Toni Pérez has indicated that "Visit Benidorm and Hosbec and we, trust on this agency for the development of this multi-channel online campaign", which "is a clear commitment to the implementation of the most advanced digital marketing techniques, and in which it will be managed advertising centrally with the support of Google Campaing Manager ”.

For the development of this action “5 groups of target audiences have been defined (young people, families, couples, +50 and LGBTQ) on which they will act with microsegmentations and specific creativities that manage to show the version of Benidorm most related to each of the groups". "We talk - he has deepened - promotion of the demand."

According to Toni Pérez, "the keys to the success of the campaign are research, the intensive use of technology and the exhaustive analysis of the actions" And all this, he has stated. "Once we know how the client behaves, the one that Benidorm is looking for".

The mayor has advanced that "this campaign will be complemented, depending on the evolution of international mobility and the opening of the issuing markets, with actions that are also very powerful in co-marketing and direct advertising." Those campaigns, he has clarified, "are already defined by Visit Benidorm and are only waiting for mobility to open and for the ability to choose a destination."