Increasing visitor volume, international conversions and brand awareness with a comprehensive marketing strategy

Challenge

Increasing conversions and brand awareness in a competitive environment

Solution

Implementing a comprehensive content marketing strategy

A comprehensive content marketing strategy covering several key areas was designed and executed:

• Organic content strategy: A balance was achieved between organic content, based on the experiences you can live at the Mirador, and more commercial content aimed at ticketing. To do this, content was customised for each platform (Instagram, Facebook, TikTok) to maximise impact and encourage community participation by integrating user-generated content (UGC).

• Creativity: A creative campaign was designed with a strategic message ‘Barcelona starts here’ and maintained visual consistency across all content, ensuring that each creative piece met both Brand Awareness and commercial objectives. Messages were adapted to each audience (local and international) and to each stage of the conversion funnel.

• Paid Media: A full funnel strategy was developed that included social media, SEM and programmatic advertising to maximise conversions and brand awareness. Campaigns were segmented for local and international audiences, both in origin and destination, focusing on increasing ticket sales and visibility.

• Data: Advanced measurement solutions (CAPI Online, Consent Mode) were implemented to maximise campaign performance while ensuring accurate tracking and compliance with privacy regulations. 

Results

Significant impact on sales, visibility and engagement 

The end-to-end collaboration with Adsmurai achieved outstanding results:

• Ticket sales: +20% in sales and visitors with 140% more web traffic from web ads.

• Web conversion: +5% in web conversion from international markets.

• Impressions generated: 80 million in Paid Media campaigns and more than 8 million in TikTok in less than a quarter.

• Increased social media reach and engagement: +154% in profile visits, +115% in total social media engagement and +41% in organic content impressions.

• Campaign optimisation: significant increase in the accuracy of audience targeting, contributing to an increase in conversions through Performance Max and Store Visit campaigns.

• Metrics analysis: very significant improvement in performance data across all campaigns, which is strategic for decision making and maximising conversions.

The comprehensive strategy has allowed the Mirador Torre Glòries to consolidate its position as one of the main cultural and tourist attractions in Barcelona, achieving significant growth in visibility, conversion and engagement.