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Estimation of the causal effect of tourism advertising campaign All You Need is Ecuador on digital exposure

Abstract:

This paper evaluated All You Need is Ecuador tourism advertising campaign in the two years following its launch. We estimate the effect on digital exposure by constructing synthetic counterfactuals with web search data obtained from Google Trends. The evaluation was carried out in 12 countries where the campaign was launched. The results indicate an average cumulative effect of 106.27 points of the popularity index in web searches, which represents a 21.49% increase on digital exposure in 11 of the 12 countries. In general, the effect turned out to be more intense during the semester after the intervention, later returning to pre-campaign levels.