In the course of its campaign, Twitter drove more traffic to Bahia Principe’s website than any other source. Site visits from Twitter increased 44-fold. These were qualified visitors, with a bounce rate of just 59%, and 317 sign-ups. @BahiaPrincipe achieved a CPA of €23.
Isabel Piñero, vice president of marketing and communication for Bahia Principe, explained this success from the brand’s point of view: “Through our two-phased Twitter campaign we have been able to increase quality traffic for this high season. It was important for us to maximise our brand awareness in the US market as well as gaining more bookings at a lower cost. Moreover, the support we have received at all times from the Twitter team has been crucial to this campaign’s success.”