Spain works with “addicts” in new marketing

Spain unveils fresh wave of digital campaign

The Spanish Tourist Board wants to encourage more repeat visitors through its new digital advertising campaign. The global promotion, The More You Live It, The More You Like It, also has the aim of taking its holiday satisfaction scores up to 100% from the current average of around 90%.

The tourist board is creating 100% Visitor Satisfaction teams which will be visiting cities across the world to find people “willing to give the country a second chance” as well as those who are already fans of Spain as a destination.

Candidates from each camp will be filmed in pairs talking about what they like and dislike about Spain. There will then be a public vote on Spanish social media channels to decide which of the pairs should be sent on a trip to Spain.

“Our new campaign is an evolution of the highly successful Spain Addicts campaign, which allowed fans of the destination to become digital ambassadors,” Enrique Ruiz de Lera, director of the Spanish Tourist Office in the UK, explained.

“We plan to continue working with even more loyal ‘addicts’ in order to spread the word internationally about everything that Spain has to offer and to convince the unconvinced.”

TTG Digital

[pictured: Panorama of Benidorm, taken in 2008]