Case Study
Reaching 17 million, Junta de Andalusia proves the power of immersive tourism advertising
Goals
- Increase awareness of Spain’s Andalusia region
- Drive viewership and interactivity on Brand Store page
Approach
- Launched immersive experiences on Alexa, Prime Video, and Twitch
- Created a custom Brand Store
Results
- Nearly 17 million unique users in less than a month
- 0.18% click-through rate, 3.6x higher than Spanish tourism industry standard
In the south of Spain, the Andalusia region is host to a rich culture and beautiful landscape, spanning from breathtaking mountains to the Mediterranean Sea. While capturing the full beauty of the Andalusia region is impossible without an actual visit to the region, the Andalusia tourism board wanted to do the next best thing: bring the region’s beauty to potential travelers. To do so, Junta de Andalusia launched a campaign with HAQM Ads that utilized immersive experiences across Twitch, Alexa, and Prime Video to showcase Spain's vibrant region and encourage travel to Spain.
But creating a campaign that captured the grandeur of Andalusia required more than traditional advertising—it called for an experience that enveloped prospective travelers in Andalusia’s offerings. By layering Andalusia’s first-party insights with HAQM’s streaming, shopping, and browsing signals, Junta de Andalusia was able to create custom audiences of travelers and engage them in meaningful ways.
From gaming to storytelling: A multi-faceted approach to destination marketing
The campaign created engaging experiences that invited audiences to actively participate rather than passively consume content. These experiences included interactive gaming on Twitch, immersive audio journeys via Alexa, a brand-funded documentary on Prime Video, and innovative augmented reality encounters, all linking back to the custom Brand Store where visitors could explore an interactive map of Andalusia’s eight regions. When a customer taps on a region, the Brand Store reveals a rich, expanded section with details on local gastronomy, top attractions, a dedicated video and image gallery, and an HAQM Music widget featuring the authentic sounds of Andalusia.
"As consumers today engage across multiple touchpoints when exploring travel destinations, we wanted our campaign to mirror this connected journey by curating Andalusia's vibrant cultural experiences throughout relevant discovery moments," said Adrian Gomez Sola, Chief Innovation Officer at Junta de Andalusia. "By integrating our story across HAQM's innovative touchpoints aligned with audiences' passions, we're able to push the boundaries of traditional destination marketing and forge deeper connections that inspire adventure."
This approach aligns with insights from HAQM Ads From Ads to Zeitgeist research, which shows that today's consumers seek a sense of belonging, prefer discovering places through authentic experiences, and respond positively to content that both entertains and informs.
Twitch gaming attracts 11.1 million minutes of viewership
The campaign kicked off with "The Andalusia Crush Quest," an innovative collaboration with Twitch's Brand Partnership Studio. This activation featured five popular streamers navigating a custom Minecraft world showcasing iconic Andalusian landmarks. What made this approach distinctive was Twitch's Channel Points system, which empowered viewers to directly influence gameplay in real-time as streamers completed regional challenges.
During the six-day event, viewers watched for 11.1 million minutes and sent 156,000 chat messages1 while discovering Andalusia’s cultural heritage. The campaign capitalized on Twitch's highly engaged community, where 73% of viewers make it a priority to watch every stream from their favorite creators. 2
To convert digital engagement into actual tourism, the experience offered participants chances to win real trips to Andalusia—creating a direct pathway from digital engagement to in-person visits.
Spanish tourism campaign with Junta de Andalusia reaches almost 17 million people with HAQM Ads, achieving 3.6x higher engagement than industry standard
"We were excited by the results from our Andalusian Crush campaign in collaboration with HAQM Ads and Twitch," said Lisardo Morán, CEO of the Public Company for the Management of Tourism and Sport of Andalusia. "This activation leveraged Twitch's unique interactive capabilities to forge an immersive experience, allowing viewers to actively explore and engage with Andalusia's vibrant culture directly from their screens."
Alexa and Prime Video help capture the sounds and sights of Andalusia
The campaign expanded with a bespoke Alexa Audio Tour that transported listeners through the sounds and ambiance of Andalusia's eight provinces, from flamenco offerings to contemporary artists. The audio experience proved remarkably effective, with 98% of people who heard the ad staying to listen to the whole advert.3
To complement the campaign, Junta de Andalusia launched its brand-funded documentary, Frames from Andalusia, on Prime Video, showcasing the region's landscapes, culture, people, and traditions in an authentic storytelling format, providing prospective travelers with a cinematic introduction to the destination.
Junta de Andalusia launched its brand-funded documentary, Frames from Andalusia, on Prime Video
In-person experiences bridge the digital and physical world
During the high-traffic Black Friday period, the campaign also featured HAQM Fresh grocery bags and wrapped HAQM Lockers featuring vibrant Andalusian imagery with QR codes linking to an augmented reality experience on a custom Brand Store. For deeper exploration, the augmented reality experience, accessible via QR codes and a Fire TV landing page, brought iconic Andalusian landmarks to life in 3D. This allowed consumers to explore their scale, beauty, and historical significance.
Junta de Andalusia worked with HAQM Ads to identify opportunities to reach customers at multiple touchpoints.
The custom Brand Store served as a central hub featuring an interactive, clickable map of Andalusia. It included an HAQM Music widget for exploring Andalusian music and links to both the documentary on Prime Video and the official Junta de Andalusia website for trip planning.
The campaign, which ran from November 19 to December 16, 2024, reached nearly 17 million unique users in less than a month. The campaign also achieved a 0.18% click-through rate, 3.6 times higher than the tourism industry standard of 0.05% in Spain.4
"By thoughtfully mapping creative executions to each of HAQM's consumer touchpoints, we were able to weave Andalusia's story into the lives of their audiences in a meaningful way," said Kate McCagg, Head of Brand Innovation Lab, HAQM Ads. "This enabled us to authentically fuel connections at multiple passion points and inspire audiences to take that next step from digital exploration to real-world travel bookings."
With increased exposure and ad experiences that speak directly to the beauty and opportunity of the Andalusia region, Junta de Andalusia helped raise awareness for the region by leveraging its most beautiful parts. Now all that’s left is to get out there and explore—Andalusia is waiting for you.
Sources:
1 HAQM internal, Spain, 2025.
2 Twitch internal, 2025.
3-4 HAQM internal, Spain, 2025.