Bringing Nordic travelers closer to Dubai with configurator campaign
We created a digital configuration campaign to increase awareness and generate bookings for Visit Dubai and TUI.
Aim and target group
The aim of the campaign was to promote Dubai as the Nordic travelers’ preferred winter sun destination and showcase the diverse and affordable sides of Dubai. Dubai as a destination has many advantages: it is a short flight away compared to competitors, it offers minimal time difference and no jet lag, it holds rich cultural experiences, and it has world class city experiences combined with beach. All these USP’s were integrated in the campaign.
With Paid Socials, the campaign targeted Nordic travelers considering a holiday to somewhere warm during winter and families with kids in general.
The aim of the campaign was to promote Dubai as the Nordic travelers’ preferred winter sun destination and showcase the diverse and affordable sides of Dubai. Dubai as a destination has many advantages: it is a short flight away compared to competitors, it offers minimal time difference and no jet lag, it holds rich cultural experiences, and it has world class city experiences combined with beach. All these USP’s were integrated in the campaign.
With Paid Socials, the campaign targeted Nordic travelers considering a holiday to somewhere warm during winter and families with kids in general.
Creative output
To inspire and engage consumers, we set up an interactive website, where consumers were invited to design their own unique dream vacation to Dubai. Once the vacation was designed, they were given the chance to win their exact dream holiday. In the end, one lucky winner won the holiday they had designed.
The website allowed consumers to customize a trip to their own preferences and dreams, and by having this creative customization setup, consumers were exposed to various hotels and experiences in Dubai.
The campaign site was made in four different language versions. Additionally, various Paid Social media efforts were run across four campaign Facebook pages, TUI’s four Nordic Facebook pages, and Visit Dubai’s Nordic Facebook pages to increase total reach of the campaign.
Two campaign newsletters were also set up in local languages and sent out to the participants. The first newsletter was a confirmation on signing up for the competition. The email featured three TUI offers for those who just could not wait to see if they were the winner. Across the four countries, the email had an opening rate of 57% and a click-through rate of 14.6%.
The second email was an end-of-campaign-email sent to those who did not win. Here, various tour operators – Ticket, Super saver, TUI, Ving and Sembo – each had two special offers to Dubai. More than 21,000 people opened this email and it had a click-through rate of 20.2%.
A campaign press release was further distributed to the travel trade and media in the 4 local languages. This resulted in 14 pieces of coverage across Nordic media with a total readership of 194,600.
To inspire and engage consumers, we set up an interactive website, where consumers were invited to design their own unique dream vacation to Dubai. Once the vacation was designed, they were given the chance to win their exact dream holiday. In the end, one lucky winner won the holiday they had designed.
The website allowed consumers to customize a trip to their own preferences and dreams, and by having this creative customization setup, consumers were exposed to various hotels and experiences in Dubai.
The campaign site was made in four different language versions. Additionally, various Paid Social media efforts were run across four campaign Facebook pages, TUI’s four Nordic Facebook pages, and Visit Dubai’s Nordic Facebook pages to increase total reach of the campaign.
Two campaign newsletters were also set up in local languages and sent out to the participants. The first newsletter was a confirmation on signing up for the competition. The email featured three TUI offers for those who just could not wait to see if they were the winner. Across the four countries, the email had an opening rate of 57% and a click-through rate of 14.6%.
The second email was an end-of-campaign-email sent to those who did not win. Here, various tour operators – Ticket, Super saver, TUI, Ving and Sembo – each had two special offers to Dubai. More than 21,000 people opened this email and it had a click-through rate of 20.2%.
A campaign press release was further distributed to the travel trade and media in the 4 local languages. This resulted in 14 pieces of coverage across Nordic media with a total readership of 194,600.
Results of campaign
The campaign was a great success and resulted in more than 70,000 sign ups. In total, the four microsites had almost 140,000 unique visitors. Further, a total of astonishing 15 million people were exposed to the campaign advertising.
In terms of conversion, more than 8200 people were converted to the tour operators’ sites. This resulted in a total of 1664 sold pax.
The campaign was a great success and resulted in more than 70,000 sign ups. In total, the four microsites had almost 140,000 unique visitors. Further, a total of astonishing 15 million people were exposed to the campaign advertising.
In terms of conversion, more than 8200 people were converted to the tour operators’ sites. This resulted in a total of 1664 sold pax.