Amazing Agency helps Turismo de Andalucía attract U.S. tourists with Amazon Ads

To expand their reach into the U.S., Turismo de Andalucía needed a partner that could maximize Amazon Ads solutions to engage a wide audience. In 2023, they engaged Amazing Agency based on the partner’s expertise in deploying Amazon Ads solutions across all channels.

The teams chose to launch a TV campaign to reach potential tourists. Research revealed that Florida and New York were the most promising states to focus on, with residents more likely to convert into actual visitors. To best engage this audience, Amazing Agency and Turismo de Andalucía set ambitious goals: raise awareness and interest in Andalusia as a premier travel destination, direct users to a dedicated landing page featuring detailed information about Andalusian cities, and foster maximum engagement with the ad spot through video completions and clicks.

Amazing Agency began by analyzing the available Amazon Ads solutions and their alignment with the campaign’s objectives. They devised a strategy that combined precise approaches with broad-reach tactics to reach a broad audience and generate as many impressions as possible. Amazing Agency would also continually optimize the campaign based on performance. After laying the groundwork, the partner launched a two-phase ad strategy.

During the first phase, Amazing Agency selected solutions that would best serve the campaign’s objectives. These included Fire tablets with Special Offers ads, which would let them reach an engaged audience with minimal advertiser competition. The partner segmented Fire tablet campaigns to engage users with interests in culture, sports, and tourism, as well as broad placements to maximize audience impact. Amazing Agency also deployed Streaming TV ads, specifically with premium third-party publishers through Amazon Publisher Direct, to engage users who consume content on services other than Amazon. Additionally, they launched online video ads both on Amazon and outside of Amazon to expand the campaign’s reach even further.

In the second phase, Amazing Agency strategically allocated the budget across Amazon Ads solutions and channels based on initial performance. This distribution empowered the partner to harness the strengths of each channel and maximize the campaign’s overall impact. The first campaigns were set with broad frequencies and budgets so that the teams could track performance metrics and reallocate funds to the best-performing lines.

Amazing Agency also deployed high-impact actions using Twitch ads to take advantage of the channel’s massive user base spanning diverse age groups. With tactics like First Impression Take Over and Home Page Headliner, they boosted visibility and fostered engagement.

Despite the short time frame, the campaign achieved remarkable success. It generated over 73 million impressions among American tourists in Florida and New York.¹ The campaign also achieved an average click-through rate (CTR) of 0.28%, higher than the 0.09%–0.2% industry average.² Some specific ad placements performed exceptionally well; Fire tablet ads achieved a CTR of up to 0.60%, and online video campaigns that were served in owned and operated video inventory reached a CTR of 4%.³ Additionally, all placements maintained an 80% video completion rate, which signified that a majority of viewers watched the entire ad spot.⁴

Looking ahead, Turismo de Andalucía and Amazing Agency plan to apply the lessons learned from this campaign to future endeavors. They will continue to use insights to further refine their messaging and budget allocation. Additionally, they plan to hold creative workshops to develop even more compelling ad content. By combining these strategies, Turismo de Andalucía will continue to drive growth for the region’s tourism industry.