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B2C ADVERTISING CAMPAIGN
New Year and Christmas
holidays in Poland
November 2018
Client
Polish Tourism Organisation
Task
Introducing Poland as a travel destination to the audience of tourists from Russia and enhancing tourist flow from Russia during New Year and Christmas holidays.
Solution
Running the digital advertising campaign with the usage of the Travel Programmatic technology. Based on the analytics provided by Amadeus company, the following competing destinations were chosen - Bratislava, Vilnius, Tallinn, Riga, Budapest, Helsinki, Berlin, Prague. During the advertising campaign, users who were looking for information about the travel products of these cities were shown an inspiring display banner with one of the cities of Poland. As a result, tourists considered Poland as an alternative to travel destinations chosen earlier.
Target Audience
The target audience was defined as active travelers with middle and high income (young couples, families with children, aged couples), who consider travelling to the cities of Central and Eastern Europe during the New Year holidays. In wintertime these travelers prefer urban leisure, are interested in cultural and architectural sights.
Strategy
5 sets of display banners were created for the advertising campaign: Poland, Warsaw,
Krakow, Gdansk, Wroclaw. When clicking on the banner, a user was directed to the website page poland.travel devoted to the particular city. The banners were placed on the hundreds of websites including travel sites, for example, flight search resourses like KAYAK, Skyscanner, eDreams.
Polish Tourism Organisation
Task
Introducing Poland as a travel destination to the audience of tourists from Russia and enhancing tourist flow from Russia during New Year and Christmas holidays.
Solution
Running the digital advertising campaign with the usage of the Travel Programmatic technology. Based on the analytics provided by Amadeus company, the following competing destinations were chosen - Bratislava, Vilnius, Tallinn, Riga, Budapest, Helsinki, Berlin, Prague. During the advertising campaign, users who were looking for information about the travel products of these cities were shown an inspiring display banner with one of the cities of Poland. As a result, tourists considered Poland as an alternative to travel destinations chosen earlier.
Target Audience
The target audience was defined as active travelers with middle and high income (young couples, families with children, aged couples), who consider travelling to the cities of Central and Eastern Europe during the New Year holidays. In wintertime these travelers prefer urban leisure, are interested in cultural and architectural sights.
Strategy
5 sets of display banners were created for the advertising campaign: Poland, Warsaw,
Krakow, Gdansk, Wroclaw. When clicking on the banner, a user was directed to the website page poland.travel devoted to the particular city. The banners were placed on the hundreds of websites including travel sites, for example, flight search resourses like KAYAK, Skyscanner, eDreams.
Results
952 522
banner impressions
0,38%
average CTR
3 625
clicks
