Junta de Andalucía, the tourism board for Spain’s Andalusia region, has worked with Amazon Ads to launch a new campaign showcasing the diverse attractions of Andalusia to potential travelers. The multi-touchpoint campaign leverages a brand-funded documentary streaming on Prime Video, Audio Ads, branded Amazon Fresh Bags, branded Amazon Lockers and Fire TV ads, and an interactive Twitch activation to guide audiences through a full-funnel journey from awareness to conversion.
By analyzing trillions of streaming, shopping, and browsing signals, Amazon Ads helped Junta de Andalucía build an always-on media strategy. This full-funnel approach enables the brand to engage audiences at relevant moments throughout their day.
Awareness: Setting the Scene for an Andalusian Adventure
To spark curiosity and raise awareness of Andalusia’s culture, vibrant music, and culinary scene, the campaign utilizes several upper-funnel solutions:
Twitch Brand Partnership Studio Activation: The team created an immersive brand activation with the Twitch Brand Partnership Studio. The Andalusia Crush Quest enabled viewers to virtually explore a custom Minecraft world featuring iconic Andalusian landmarks. The six-day event drove 11.1 million minutes watched and 156,000 chat messages, offering viewers a chance to win two trips to Andalusia.
Alexa Audio Tour: A bespoke Alexa Audio Tour allows listeners to be transported through the sounds and ambiance of Andalusia’s eight provinces. From flamenco to contemporary artists, the audio tour captures audience attention to increase brand recall and build a deeper connection with the region. To drive listeners to the Brand Store, Alexa will read out the URL, while Alexa Show devices will display it on screen.
Branded Amazon Fresh bags and Amazon Lockers: During the high-traffic Black Friday period, Amazon Fresh grocery bags and wrapped Amazon Lockers feature vibrant Andalusian imagery. Both include QR codes linking to the campaign’s AR experience on the custom Junta de AndalucíaBrand Store.
Display Ads: The final tactic in the upper funnel is display ads, used to drive traffic from amazon.es to the custom Brand Store. By using display ads via the Amazon DSP, Junta de Andalucía were able to leverage Amazon’s unique first-party insights to reach the right audience at the right time.
Brand Funded Programming: The campaign highlights Andalusia through the brand-funded documentary, Frames from Andalucía, available on Prime Video. The documentary showcases the region’s landscapes, culture, people and traditions while engaging audiences directly within premium streaming content.
As consumers today engage across multiple digital touchpoints when exploring travel destinations, we wanted our campaign to mirror this connected journey by curating Andalusia’s vibrant cultural experiences throughout relevant discovery moments. By integrating our story across Amazon’s innovative touchpoints aligned with audiences’ passions, we’re able to push the boundaries of traditional destination marketing and forge deeper connections that inspire adventure.
– Adrian Gomez Sola, Chief Innovation Officer, Junta de Andalucía
Consideration: Bringing Andalusia to Life
The mid-funnel strategy creates opportunities for deeper exploration, shifting interest to active consideration:
Augmented Reality (AR) Experience: Accessible via QR codes on Amazon Lockers and a Fire TV landing page, this experience brings iconic Andalusian landmarks to life in 3D, allowing consumers to explore their scale, beauty, and historical importance. Immerse yourself in Andalusia here.
Fire TV Integration: Fire TV ads and a dedicated landing page showcase curated assets from ‘Frames From Andalucía,’ a brand-funded documentary available on Prime Video. The landing page features a QR code guiding viewers to the AR experience.
Conversion: Inspiring the Final Steps
The lower-funnel strategy guides consumers from exploration to action:
Custom Brand Store: Built by the Amazon Ads Brand Innovation Lab, this central hub features an interactive, clickable map of Andalusia. It includes an Amazon Music widget for exploring Andalusian music and links to both the ‘Frames From Andalucía’ documentary on Prime Video and the official Junta de Andalucía website for trip planning. You can explore the Junta de AndalucíaBrand Store here.
By thoughtfully mapping bespoke creative executions to each of Amazon’s consumer touchpoints, we were able to weave Andalusia’s story into the lives of their audiences in a unique and meaningful way. This enabled us to authentically fuel connections at multiple passion points and inspire audiences to take that next step from digital exploration to real-world travel bookings.
– Kate McCagg, Head of Brand Innovation Lab, Amazon Ads
The campaign will run until the end of December with plans to launch the interactive Andalusia Crush Quest Twitch tournament across Latin America in a bid to drive non-domestic tourism.