Turismo de Galicia

Modernizing Turismo de Galicia's social media presence and digital communications to align with the new era of the travel sector. The challenge for a public institution: maintaining the rigor and formal tone the context demands without the digital communication feeling cold or bureaucratic — at a time when tourist destinations were competing for attention with increasingly agile formats and voices.

Creation of a proprietary editorial line with branded images and videos, striking a warm yet formally appropriate tone for an institutional entity. Instant, personal, and direct user engagement across social media channels.

YouTube video strategy to achieve brand recall objectives, supported by a search campaign to capture queries related to the content and programmatic to focus on the target audience. Application of YouTube's Brand Lift Survey to monitor impression overlap and measure real incremental brand recall. 80% of impacts were achieved on mobile devices with minimal overlap (1.62%).