Social networks

SEGITTUR has chosen to use the social networks as the most personal and innovative way to bring the Europe Senior Tourism project to the attention of potential customers. The campaign is therefore focused on Facebook and Twitter, and the aim is to attract European tourists over the age of 55 to Spain during the 2009-2010 winter season.

As the campaign, which is run by the SrBurns agency, is Europe-wide in scope, English was chosen for all the communications with the end users.

One of the key actions in the campaign is the Facebook initiative, which involves the creation of two pages –one for the Balearic Islands and another for Andalusia– so that everyone who becomes a follower of either of these pages can keep up to date with all the latest information, advice and tourist recommendations for each destination.

The Facebook action has two parts. In the first, an application has been created to enlist the participation of the seniors' children, who have to upload a photo of their parents and state the reasons they think they are the best parents in the world. The winners selected by the users will win a free trip.

The second part of the campaign aims to procure the direct participation of Europeans over 55 who can benefit from the features of the programme. They have to say whether or not they have been to Spain, and if so, what their experience was. The winners will also enjoy a trip to our country.

SEGITTUR's decision to use the social networks was based on the increase in the use of this technology by senior citizens. Specifically, according to the ExacTarget study, 13% of users between 55 and 64 take part in social networks.

This action will be accompanied by other direct marketing actions, e-mail marketing, advertisements in specialised magazines and actions at points of sale (travel agencies).

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