Malta entering Danish living rooms with Travel & Takeaway campaign
Can people get a glimpse of a destination without having to travel there? The concept Travel & Takeaway gives people a travel experience at home!
Easing the longing for going out and inspire to future vacations
In 2020, Danes had to replace restaurant visits and travel experiences with takeaway and movie nights at home. For many, this meant that the longing for going out and the desire to explore the world grew bigger and bigger.
We decided to create a campaign concept which could ease the Danes’ longing for new experiences while giving them inspiration for future holiday experiences, by bringing the destination into the Danes’ living rooms.
The campaign concept was created and executed for Visit Malta, while restaurants were closed down and a big share of Danes spent the majority of their time at home.
In 2020, Danes had to replace restaurant visits and travel experiences with takeaway and movie nights at home. For many, this meant that the longing for going out and the desire to explore the world grew bigger and bigger.
We decided to create a campaign concept which could ease the Danes’ longing for new experiences while giving them inspiration for future holiday experiences, by bringing the destination into the Danes’ living rooms.
The campaign concept was created and executed for Visit Malta, while restaurants were closed down and a big share of Danes spent the majority of their time at home.
Maltese takeaway to keep the brand top of mind
To spice up life during the lockdown period, we gave people in Copenhagen the opportunity to win a total of 100 Maltese inspired three course meals for two, delivered to their homes by bicycle. The rationale behind the campaign was image branding by enabling consumers to dream themselves away and to keep Malta top-of-mind for future travels in a time where travelling was limited.
Through targeted ads on Facebook and Instagram, we reached Visit Malta’s target audience: travellers interested in culture and/or outdoor in the age of 35+.
To spice up life during the lockdown period, we gave people in Copenhagen the opportunity to win a total of 100 Maltese inspired three course meals for two, delivered to their homes by bicycle. The rationale behind the campaign was image branding by enabling consumers to dream themselves away and to keep Malta top-of-mind for future travels in a time where travelling was limited.
Through targeted ads on Facebook and Instagram, we reached Visit Malta’s target audience: travellers interested in culture and/or outdoor in the age of 35+.
Landing page with information and inspiration
We built a landing page where people could both participate in the competition and learn more about Malta as destination through images, videos and guides to culinary experiences on the island. The page also included Maltese recipes Danes could try in their own kitchen.
In this way we increased awareness of Malta as a destination as well as its experiences and food culture.
The meal people could win was cooked by a local restaurant with focus on Mediterranean inspired food and minimizing food waste. In this way the concept also supported the restaurant industry, who were having a hard time during lockdown.
We built a landing page where people could both participate in the competition and learn more about Malta as destination through images, videos and guides to culinary experiences on the island. The page also included Maltese recipes Danes could try in their own kitchen.
In this way we increased awareness of Malta as a destination as well as its experiences and food culture.
The meal people could win was cooked by a local restaurant with focus on Mediterranean inspired food and minimizing food waste. In this way the concept also supported the restaurant industry, who were having a hard time during lockdown.
Reached more than 40,000 Danes
The campaign had more than 345,000 views and reached 40,625 Danes within the target group – all living in Copenhagen close to the airport (with a direct flight) as well as in bicycle delivery distance to the chosen restaurant. A total of 1068 people participated in the competition.
The campaign had more than 345,000 views and reached 40,625 Danes within the target group – all living in Copenhagen close to the airport (with a direct flight) as well as in bicycle delivery distance to the chosen restaurant. A total of 1068 people participated in the competition.
The Travel & Takeaway concept can of course be tailored to match different products and target groups.
