Algarve Tourism Association
The Algarve Promotion Bureau (ATA – Associação Turismo do Algarve) is a legal entity under private law, that operates as a non-profit-making association with the aim to promote and divulge the Algarve as a tourist destination and highlighting regional products, it also to liaises with public and private entities to promote its tourism to overseas markets.
In March 2015 ATA’s online visibility promoting the Algarve to overseas markets was limited to the information on the website (www.visitalgarve.pt) and a Twitter activity with 900 followers. The challenge was to establish the Social Media Presence – grow the audience, maximize engagement and and as a result increase the awareness of the Algarve thereby fulfilling ATA’s aim of promoting the Algarve to the overseas markets.
The Social Media Marketing Strategy that was constructed in order to build the Social Media Presence, included creation and dynamization of the most important means of online communication on Social Media – Facebook fanpage and Instagram Account.
Facebook page Algarve Tourism is now run in 3 languages and the posts segmented for 3 different markets and appear according to the user’s location: in English, German or French. Besides the content creation and management, Facebook Ads Campaigns were run systematically.
Algarve Tourism Instagram activity involved primarily content curation, and as a part of the strategy a hashtag creation #featuremealgarve, which has the role of engaging followers to share pictures associated with Algarve Tourism.
As KPI’s it has been assumed: the number of followers, engagement and reach.
Thanks to the activities and 600€ monthly investment in Facebook Advertising during 5 months ATA was able to reach 1.628.014 Facebook users which created 25.246 new followers liking the Tourism Algarve fanpage.
In the same period @algarvetourism_ Twitter reached 67.100 users and gained almost 400 new followers, while Instagram won 1000 followers, and the hashtag #featuremealgarve that was created was mentioned 717 times thanks to organic growth (without any paid promotion)..
Impressed with the results?