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Over the first half of this year the Canary Islands tourist brand has achieved over 51 million advertising hits in Europe, as they made the most of certain key dates on the calendar to communicate relevant content to their digital audience. This marketing strategy, known as “Dayketing”, has proven to be highly efficient as it maximizes its investment to the full, as the cost per hit stands at just 0.009 euros. This figure highlights the positive return of these types of campaigns which are programmed on special dates, when audiences are more open to consuming and sharing content of subjects of interest for the brand.
This non-intrusive strategy for users increases the level of contact with them and raises their level of commitment with the Canary Islands brand. It also offers the opportunity to break down the interests of different target groups to enable the message to get through directly, as it adapts content to every single communication channel.
Four key aspects to dayketing
Dayketing brings in four different key aspects: making the most of the context, generating content of real value, adapting materials to the medium they are being broadcast on, and finally establishing the proper segmentation to reach a certain target group directly. The ideal blend of these four elements makes dayketing a powerful tool to attain an always on communication objective in which the Canary Islands brand looks to maintain its presence every day of the year, continually connected to potential clients without falling into the trap of over-saturating them with messages and content.
To this end, attempts are made to avoid days most used by different brands, such as Mother’s Day and Saint Valentine’s Day, instead making the most of the days that have got more in common with the attributes of the Canary Islands, namely the climate, the natural surroundings, happiness, gastronomy... Thus the campaigns generate conversations on certain dates which increase people’s interest in the Canary Islands. The aim is for any European who is thinking of where to go on holiday to be thinking first and foremost about the Canary Islands.
During 2018, the dayketing strategies carried out by Promotur Turismo de Canarias have looked to capture the interest of users, mainly on social media, on days such as International Oceans Day (featuring images of the marine life that lives in the Canaries), World Earth Day (with a tribute to the natural surroundings on the Islands), plus International Happiness Day, Family Day and Canaries Day, among many others. For these, they have put together innovative digital formats displaying inspirational content to their audience.
Positive response by users
Beyond the publicity hits they attained, these types of actions normally generate positive responses. For instance, the video uploaded onto Facebook to coincide with International Oceans Day was shared over 7,000 times and in Spain alone achieved more than 10,000 positive reactions and 400 comments. Meanwhile, the video on World Earth Day reached 73 % of complete views on Youtube, far higher than the usual 20 %.
Similar campaigns, such as the one carried out for the saddest day of the year, Blue Monday, and Happiness Day, Family Day and Sustainable Gastronomy Day, and 21st June, the first day of summer, among others, have provoked conversations on social media, positive reactions, and an enhancement of the image of the archipielago, plus generated visits to the websites at Turismo de Canarias.
* All these campaigns have been 85 % co-financed by the European Regional Development Fund (FEDER in Spanish).