2020, the first year of the pandemic hit especially hard on countries which are more dependant on tourism than others. UNWTO reported a staggering 70% decrease in tourist arrivals across Europe. To salvage the difficult year, Spain, typically seen as a summer destination, wanted to strengthen its image as an all-year-round destination and increase arrivals from Slovakia in shoulder season.
Due to deteriorating epidemiological situation in continental Spain, the campaign’s focus was solely on the Balearic and Canary Islands.
Integrated marketing campaign on the Slovak market in cooperation with Pelikan.sk, the biggest flight ticket vendor in Slovakia; Pelipecky.sk, one of the most popular online travel magazines in the Central European region; and Aktuality.sk, one of the most read news portal in Slovakia.
Over 400.000 overall impressions
The month-long campaign resulted in 185% increase in the number of flights to Spain sold on Pelikan.cz compared to an equivalent time period before the campaign. Spain jumped to 2nd most sold country in the number of flights sold on Pelikan.sk.
Despite the pandemic and continuing travel restrictions, effective campaign activities were successful at putting the spotlight on Spanish islands as a safe destination.