Barceló Hotel Group - Case Study

 JAKALA and Barceló Hotel Group, together with VDX.tv, developed a campaign designed to boost bookings during one of the key moments for the tourism sector: the summer season. A strategy based on data, segmentation and a multi-screen experience capable of accompanying travelers from inspiration to booking.
In a context where travelers move between different devices, content and channels before deciding on their next vacation, being present is no longer enough. The key lies in identifying the most relevant audiences, understanding where they are in the decision-making process and offering them an experience that connects with their needs.

A strategy built around the traveler.

The campaign was built on Influence Hotel Bookings, VDX.tv’s solution specialized for the travel sector, combining precise audience segmentation with an advertising experience designed to accompany users across different screens.

The strategy made it possible to identify and reach profiles that were especially relevant for Barceló: from users who had already visited its website to luxury travelers, families and couples who were researching their next vacation or different destinations within Spain.

Through TV Magnify Surround, the experience extended to CTV, desktop and mobile, allowing users to discover last-minute offers, explore different hotel proposals and learn about MyBarceló directly from the ad itself.

The campaign was structured in two waves, “Happy Days” and “Summer,” adapting the messages and offers to different moments of the season.

From exposure to action.

The goal was not only to generate awareness, but to ensure that advertising impact translated into concrete actions.

Independent measurement carried out by Claritas confirmed that exposure to the campaign contributed to generating website visits and completed bookings, connecting the impact of advertising with business results.

A result that highlights the value of combining data, audience insight and relevant digital experiences to accompany consumers throughout their decision-making process.

Because in an increasingly multi-screen environment, the challenge is not simply to be present on more channels, but to make every interaction relevant and bring the user one step closer to the final decision.