Christmas calendar educating Nordic travel agents on Dubai
We created a Christmas Calendar with 24 prizes – with one competition each day in December until Christmas. To enter the daily competition, agents had to answer a Dubai related question about the destination, experiences, restaurants, new hotels, etc.
To create an incentive for the travel agents to participate - and thereby familiarize themselves even more with Dubai's travel product - we collected FOC prizes from some of our partners in Dubai.
For example, Emirates sponsored flight tickets, while a DMC and hotels sponsored experiences and hotel stays. The main prize was a trip to Dubai including flight tickets, airport transfer, a hotel stay and a guided city tour.
To encourage agents to sign up for the calendar and to keep the agents engaged throughout December, we made an email campaign to our extensive database of travel agents. Here, agents got information about the calendar, the prizes and how to participate together with a link to sign up for daily reminders.
For example, Emirates sponsored flight tickets, while a DMC and hotels sponsored experiences and hotel stays. The main prize was a trip to Dubai including flight tickets, airport transfer, a hotel stay and a guided city tour.
To encourage agents to sign up for the calendar and to keep the agents engaged throughout December, we made an email campaign to our extensive database of travel agents. Here, agents got information about the calendar, the prizes and how to participate together with a link to sign up for daily reminders.
The activity also included advertising to reach additional travel agents beyond our existing database. Banner ads were placed in top travel trade media. Here, almost 500,000 people with a connection to the Nordic travel industry were exposed to the advertisements.
The training activity received a lot of positive feedback from travel agents, who thought the activity was a fun and joyful way to increase their knowledge about the destination.
In total, 961 agents participated in the activity, a 240% achievement of our KPI. On average, the agents participated 8 times, which we find to be a very satisfying result – especially considering the current situation with many agents being furloughed or working only part time during the campaign period.
In total, 961 agents participated in the activity, a 240% achievement of our KPI. On average, the agents participated 8 times, which we find to be a very satisfying result – especially considering the current situation with many agents being furloughed or working only part time during the campaign period.