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Comunico Group is a full-service communication agency, with a creativity soul and a solid digital experience. We are curious since birth, in 2002, and we’ve developed our skills thanks to projects of all kinds and for each types of industry. We are certified  ISO 9001: 2015 and we are part of thenetworkone and UNA.

Torino – C.so Svizzera, 185 Bis
Milano – Via Legnone, 4
Vercelli – Via F.lli Laviny, 5
Londra – Flat 40, The Pantiles,
Finchley Rd, Temple Fortune
London NW11 6XX

+39 011 7652 621
info@comunicogroup.com

Case History – Alpitour

Case History – Alpitour

HOW TO COLLECT LEADS INTERESTED IN TOURISM EVEN IN THESE PERIODS IN WHICH YOU DON’T THINK ABOUT SUMMER HOLIDAYS?
STIMULATING WITH A COMPETITION THE MEMORY OF HOLIDAYS ALREADY PASSED AND THE WISH OF PROTAGONISM OF PEOPLE

Bravo is the division of the Alpitour group, the Italian leader in the organization of tourist services, which offers relaxing and fun holidays.
Crystal clear seas, pristine white beaches, places and landscapes to discover and photograph: with a wide range of exotic and sought-after destinations, Villaggi Bravo offers photo-enthusiasts the best subjects for their shots.
To identify its potential was Comunico Group. We have designed, organized and edited an online photo contest for the brand, with the aim of generating leads, awareness and engagement.

PHOTO CONTEST

We started with the development of the creative concept. And in particular from a hashtag: #PointOfYou. Playing with the misunderstanding with “point of view” we proposed to users to share their holiday shots, to tell the experience with Alpitour from a unique and personal point of view. In the second phase we created the perfect funnel, identifying all the fundamental touch points in which the contact between the prospect and the initiative takes place and building the communication strategy around it. Thus, people had access to various channels through which to discover and get information about the competition and how it works.
Finally, we have defined and monitored the most important phase for the customer: user action.
The registration to the dedicated portal took place via Facebook or a dedicated form and, once logged in with one’s credentials, it was possible to upload the content and classify it by destination and type.
And the prizes? The award ceremony was set on two levels: participation and quality.
Participation was rewarded every week: giving space to photos of users that were selected and shared on the social networks of Villaggi Bravo. Quality was the criterion of choice for the winners of the main prizes: the best shots were awarded with Canon and Nikon cameras.

ADVERTISING

To guarantee the widest possible dissemination to the initiative, we have planned an online advertising strategy that has involved different media.
We have identified the target audience and the keywords that best represent the photographic sector, and have selected Facebook, Instagram, Google Adsense and the Alpitour DEM system as promotion channels.
In this way, the user could become aware of #PointOfYou ​​at any time while browsing online, from a banner on a site or application, from posts on official Alpitour profiles or sponsored advs on Facebook and Instagram, with messages and formats optimized for each variation.

RESULTS

  • Facebook Reach: 20,8 million
  • Instagram Reach: 7,75 million
  • Google Reach: 18 million
Info

Project:
Digital Marketing

Activity:

  • Design and organization of a competition
  • Creative concept
  • DEM
  • Google Ads campaigns
  • Ads Facebook and Instagram campaigns
  • Content marketing for social
  • Development of IT infrastructure supporting the portal
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