#TBT: Showing The World Dubai’s Interesting Side

Andrew van der Feltz, Senior Director, Business Development, Expedia Group Media Solutions
August 4, 2016
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We partnered with Dubai Tourism and Emirates Airlines to showcase some of the most captivating facts, images, and video of Dubai, as part of the greater Expedia.co.uk Travel Yourself Interesting branding campaign.

For a city so rich in history, culture, and an ever-expanding list of world-class attractions, it wasn’t too difficult to fill a dedicated site to the brim with alluring content—videos, social media, and blog posts—covering all that Dubai has to offer. We targeted early birds: people exploring their options for a winter sun vacation, or those searching for competing destinations in the Middle East & Africa, as well as large global city audiences like New York, London, Hong Kong, Milan, and Tokyo.

The objective was to entice travelers to book their next trip in order to broaden their appeal as a worldly and well-traveled individual. The messaging of the campaign tied in nicely with the quirky nature of the overall Expedia.co.uk brand campaign which hinged on truly unique and quirky aspects of travel. For Dubai this included playful messaging “did you know that in Dubai you can play polo on a camel?”

Dubai_Travel_Yourself_Interesting.jpg

The campaign highlighted points of interest and popular attractions. A video panned over beautiful shots of the Burj Khalifa, the Dubai Mall, Wild Wadi Water Park, and Ski Dubai, while highly stylized ads touted lesser known facts about the region—like how the work week begins on Sunday in the emirate.

Expedia.co.uk_Dubai_Emirates_Landing_Page.jpg

To drive traffic to the dedicated site, we did a mix of onsite and offsite media inclusive of display, social and video. Onsite promotion was across global regions for brand Expedia, US, UK, Germany and Italy. The video was specifically promoted via Youtube as well as TV spots in the UK and Italy. Our target audience was families, winter sun seekers, empty nesters, shopping lovers, and luxury.

We logged 1 million impressions with video ads in the UK, and 6 million display ad impressions in Italy, as well as 16 million impressions with onsite advertising on Expedia.co.uk.

When it was all said and done, we saw double digit passenger increase year-over-year in targeted markets, which was an over 5% lift compared to competing destinations. All in all, it appears travelers found something interesting about the idea of traveling to Dubai, in part because they were searching for something more interesting within themselves.

Check out more success stories here.

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Andrew van der Feltz
Senior Director, Business Development, Expedia Group Media Solutions
Andrew van der Feltz is a senior director of business development for the Europe, Middle East, Africa and Asia Pacific regions at Expedia Group Media Solutions. His team works closely with agencies, destination marketing organizations, hotel and airline partners on advertising opportunities and campaigns across the portfolio of Expedia Group brands. Prior to joining Expedia, Andy was the director of business development and operations at the Netherlands Board of Tourism & Conventions (NBTC) since April 2011. Prior to this, he also worked at NBTC in the London office as country manager for the UK and Ireland. He started his career at NBTC as marketing manager, after his role as an international marketing manager at VisitScotland. Andy studied Marketing and French in Scotland, continued his postdoc education at the Institute of Marketing in Edinburgh, and attended the Executive Educational Programme in General Management at the London Business School.
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