Barceló Hotel Group has been an integral part of the tourism sector since 1931, boasting a a comprehensive portfolio of hotels and travel agencies.
Looking to expand its reach across Europe and the Americas, Barceló recognized the limitations of conventional channels, such as social, in terms of performance. Together with partner agency, Jakala, the group explored the opportunity of the open web to effectively generate quality traffic across these regions.
Recognizing the importance of engaging with more qualified potential customers at scale, Barceló and Jakala leveraged a prospecting campaign with Outbrain.
The campaign ran across all targeted regions on Outbrain’s network of premium publishers, aiming to engage with relevant audiences who were previously unaware of the brand but may have interest in its offerings. Doing so, the campaign introduced the brand to new potential customers, establishing a meaningful connection with previously untapped audiences, and driving qualified traffic.
Following a successful test in Spain and the U.S., Barceló extended the campaign to other markets, such as Germany, Italy, Portugal, and the UK, furthering its acquisition efforts.
Outbrain’s not only elevated our new user acquisition efforts but also significantly reduced costs per acquisition in comparison to other platforms previously used. This partnership has surpassed our expectations by outperforming other platforms on our main objectives of reach and qualified traffic, solidifying Outbrain’s pivotal role in our digital marketing strategy.”
