Petal Ads, Huawei’s mobile advertising platform, and Havas Spain have partnered with the Andalusian Tourism, Culture and Sports Council (Turismo Andalucia) to strengthen foreign tourism in this growing region.
Havas Spain recently won Turismo Andalucia’s tender to handle the region’s media promotion in Asia, while Petal Ads was selected as the platform through which Andalusia will increase its visibility to Chinese travellers and optimise conversion rates.
“The success of Petal Ads’ partnership with Turismo Andalucia, which will introduce millions of affluent Chinese tourists to Spain’s incredibly rich culture, is a testament to our continued commitment to creating cutting-edge solutions for the growth of European brands, using our strong presence in the dynamic Chinese market,” said Jaime Gonzalo, a vice president of Huawei Mobile Services Europe.
China’s importance to Turismo Andalucia
Attracting tourists from China is crucial for Turismo Andalucia. According to forecasts by the China Outbound Tourism Research Institute, 40 million tourists from China travelled abroad in the second half of 2023, and during the last Chinese New Year, the tourism industry’s revenue reached EUR 47,280,000,000. Andalusia is the third most popular tourist destination for Chinese visitors to Spain, which shows that the market of this region has great potential.
Petal Ads selected as main platform to promote Turismo Andalucia
Petal Ads has been selected by Turismo Andalucia as the most important platform for mobile advertising. The choice stems from a strategy aimed at capturing the interest of users in China, and Petal Ads provides a huge reach, offering the opportunity to reach affluent groups of Chinese people.
Led in Europe by a team of specialists, Petal Ads creates a comprehensive ecosystem with a range of channels that builds on Huawei’s extensive knowledge of Chinese culture and mentality. The platform has achieved a number of important milestones, including a 47.4% market share for foldable smartphones, a 25% share of China’s active device market and a 47% share of its user base in China’s Tier 1 and Tier 2 cities.
At the heart of these successes is the unwavering loyalty of consumers to the Huawei brand. Thanks to it, Petal Ads can boast a large share of the Chinese market in the category of consumers who spend the most money. With a diverse base of its own channels in China – which include internet-enabled TVs and mobile devices – Petal Ads is able to provide a large number of impressions at an optimal cost.
Petal Ads’ strategy for Turismo Andalucia, which included multi-channel activities using a variety of formats, including footage, proved to be effective and resulted in measurable results in the form of 80 million impressions over two weeks and a click-through (CTR) of 1-3%.
“Andalusia is set to become the most popular European destination for Chinese tourists. Its unique identity and wide range of attractions make this region a great potential on the tourist market. Market research will be essential to attract these customers and increase Andalusia’s international reputation,” said Lisardo Morán, a general manager of Turismo Andalucia.
Bridging the market gap
Petal Ads is a platform tailored to the needs of companies in Europe, especially those in the tourism industry. One of its goals is to bridge the gap between the markets in Europe and China. With in-depth knowledge of both markets and access to an extensive ecosystem, the platform offers advantages to European companies looking to break into China’s booming tourism market.
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