Turismo Costa del Sol and the Royal Andalusian Golf Federation have launched an advertising campaign on Movistar+ Golf, within the framework of collaboration for 2021, which aims, among other objectives, to attract national tourists specialized in golf for the summer of 2021.
After the success of a first campaign, which was carried out during the months of June and July 2020, the Royal Andalusian Golf Federation has started again the advertising action “Andalusia invites you to play golf”, an action based on the broadcast of 5 advertising spots on Movistar+ Golf and supported by a communication plan on social networks and through press releases, which will lead the viewer to participate in a series of draws in which they will win stays with golf and accommodation for four people (2 adults and 2 children) in different parts of the Andalusian geography.
The CEO of Turismo Costa del Sol, Margarita del Cid, said that this campaign “will be the main marketing action aimed at the domestic market that, given the current situation generated by the pandemic of Covid-19, will be especially important to attract for the vacations this summer 2021”.
For the same reason, this year the campaign is being brought forward to the months of April and May, “so that it is carried out with enough time to influence viewers’ decision making for the summer vacations,” said Del Cid.
The CEO of Costa del Sol Tourism has pointed out that the main objective of this campaign is “to present Andalusia and the Costa del Sol to golfers in the domestic market as a close and safe destination, ideal for enjoying golf with the family, with the advantage that the winners of the sweepstakes will become the best prescribers of our destination”.
Another of the fundamental objectives within the framework of collaboration with the RFGA, as highlighted by Del Cid, “is to support the courses and hotels in this difficult situation they are going through, through the acquisition of green fee vouchers, which will be passed on in full to our courses and hotels”.
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Development of the campaign
For seven weeks, five advertising spots (a total of 20 per week) will be aired during Movistar+ Golf broadcasts.
These spots will redirect to the website of the Royal Andalusian Golf Federation (www.rfga.org) where, upon entering, the interested party will find a banner in the main header with access to the draw for golf stays and accommodation in Andalusia.
The campaign will be supported by the publication of a weekly press release announcing the names of the winners and their respective prizes and announcing the list of fields to be drawn the following week.
The presence of Turismo Costa del Sol in this campaign will be specified in the visibility of the logo of the entity in the closing of the spots that will be broadcast on Movistar+ Golf and which will also be disseminated in social networks and other communication channels; presence of the logo in the banner to access the form to participate in the draw, located in the header of the home page of www.rfga.org; mention of the collaboration in the text that will accompany the sweepstakes form page; mention of the collaboration in the weekly press release in which next week’s prizes will be announced and the names of the winners of the last sweepstakes will be announced; as well as mention of the collaboration in social networks.
We must remember the importance of the Costa del Sol-Costa del Golf brand, which is directly linked to the Solheim Cup 2023 as a Global Partner.
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Campaign success in 2020
The campaign, which ran between June and July 2020, was a great success. The ads were viewed a total of 120 times during the six weeks of the campaign, with a total of 868,693 views; they were viewed an average of 7.4 times by the same person.
The advertising campaign resulted in a total of 4,770 entries to the draw which, after eliminating duplicates or erroneous addresses, left a database of 4,387 golfers from all over Spain who actively expressed their interest in visiting Andalusia.
Thirty-five percent of those registered were Andalusian federates. After them, with 25 percent of the registrations, was the Community of Madrid. The rest of the entries were distributed among all the Spanish Autonomous Communities, with Catalonia (6.2 percent), the Basque Country (5.2 percent), Castile and Leon (4 percent) and Valencia (3.5 percent) having the next highest percentages. In total, 78 prizes were distributed.
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