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• Amazon’s data allows them to find a high quality target market based on their consumption and internet searches.

In order for the Canary Islands brand to gain popularity, coverage and impact, Promotur Turismo de Canarias has carried out promotion work in digital media using Amazon’s big data. Amazon’s true potential (online shopping leader worldwide), faced with other companies such as Google or Facebook, is the enormous amount of data regarding the purchasing interests it offers, in turn accessing high quality audiences to be used in programme-based purchasing campaigns. The action carried out by the Canary Islands brand toward the end of 2017, jointly financed with an 85% European Regional Development Fund (FEDER), got to 6,327,058 people.

The programme-based advertising campaign is aimed at potential tourists looking for a sun and beach holiday, with an emphasis on families, in countries like the United Kingdom, Germany, Italy, France and Spain. Video was the format chosen, the most popular one when it comes to content, and one that hasn’t stopped growing and that currently represents more than 70% of internet searches*. More specifically, two audiovisual pieces were used: "It all starts with a HELLO”, whose objective was initially 3,300,000 views and finally got a total of 4,582,605 and “Your children know where adventures begins” with 1,744,453 views compared to the initial estimate of 1,200,000.

Besides gaining popularity and strengthening the brand’s positioning, it indirectly managed to increase views to the site hellocanaryislands.com which in 2017 had 7,500,000 visits.

*Cisco Visual Networking Index (VNI) Global Forecast and Service Adoption 2016-2021