The Challenge
Looking to entice and enchant travellers with Eastern Europe, the European Travel Commission tasked TravelDesk with inspiring travel to San Marino, Emilia-Romagna, Marche, Greece and Croatia and delivering traffic to ‘The Lovely Places’ campaign landing page. The target audience was broad and varied and included the international markets of the UK, U.S., Brazil and Canada, with the campaign focusing on those travellers interested in food, culture and the outdoors.
The Solution
TravelDesk used proprietary MMGY Global travel insights and Terminal audiences to develop a campaign that identified and targeted relevant travel intenders at key moments. Leveraging travel intent (including Trivago search data), demographic and contextual data, the team curated a set of audience segments and applied a cross-device approach to increase awareness, generate engagement and drive web traffic via engaging interactive digital ads.
Audiences were directed to click through to ‘The Lovely Places’ website to learn more and interact with the site’s content.
The Results
The campaign proved successful, delivering over 2.4 million impressions and resulting in the CTR exceeding the campaign goal by 0.08%. The UK market activation as well as targeted food- and outdoor-themed placements across all markets performed strongly, with the UK food-themed activation standing out in particular – surpassing its goal four times over.
2.4m
Impressions
0.08%