Hotels
Vacation rentals
Airlines
Destinations
Travel agencies
Cruises
Car rentals
Financial institutions
Activities
Create breakthrough campaigns for your brand, brought to life through the power of the world’s leading travel media network.
CASE STUDY
Multi-channel, full-funnel campaign brings travelers to Greece
Visit Greece, the official Greek National Tourism Organization, worked with Expedia Group Advertising to develop a campaign expanding their footprint across 10 major markets.
~65%
increase in room nights YoY
130%
increase in bookings YoY
~30%
increase in avg. daily spend YoY
Challenge: Entice new travelers
Visit Greece, a long-time partner of Expedia Group, wanted to expand their footprint across 10 major markets. Looking to engage and entice travelers with the various experiences Greece offers, Visit Greece needed a strategic marketing campaign with multiple solutions to capture the vast array of what travelers can experience: natural, stunning beauty that runs from mountains to shore, renowned historical sites, and notable cuisine.
From sailing in sparkling blue waters, visiting the islands that ring the country’s coastline and scuba diving in undersea caves to absorbing magnificent historical sites like the Acropolis, the campaign needed to drive home the idea that Greece is a destination where “you’ll want to stay forever.”
Solution: Inspire travelers at every stage of the purchasing journey
To best target the travelers Visit Greece wanted to reach, our Media Planning and Insights teams provided the destination with in-depth and actionable traveler demographic insights to help them begin their campaign planning and determine what would be the best campaign strategies and solutions to reach their goals.
Visit Greece launched a multi-channel, full-funnel campaign across the 10 key markets with the primary goal of driving visits and continuing to increase awareness of Greece. Anchored to the overall campaign theme of “all you want is Greece,” Visit Greece and our E Studio team designed a creative campaign that showcased everything Greece has to offer and anchored this multi-channel approach to its campaign messaging and theme. The campaign showcased the destination’s beauty and splendor across multiple platforms and included on- and offsite solutions to inspire, influence, and convert travelers:
1. Inspire
To encourage travelers to visit Greece, the destination’s marketers wanted to capture travelers at the beginning of their journey by using high-touch, high-awareness channels. Working closely with E Studio, they ran co-branded campaigns through Expedia's own marketing channels and leveraged offsite display advertising to raise awareness of and interest in Greece across a variety of markets.
2. Influence
While travelers are searching for their next experience, it’s important to connect with them at this stage of consideration. This campaign used our email marketing solutions to reach travelers who already showed interest in the Mediterranean and Greece. This campaign also reached travelers who were actively searching for flights to Greece to ensure the destination was front and center.
3. Convert
Finally, Visit Greece ran highly-targeted ads across Expedia, Vrbo, and Hotels.com to reach travelers who recently searched for Greece, ensuring the destination was always top-of-mind for those actively considering a trip.
Compelling photos and copy in the ads inspire travelers to consider a vacation to Greece.
The campaign ads fit seamlessly into travelers' search experiences to keep Greece top of mind.
The variety of ads appealed to travelers seeking relaxation, adventure, and more.
Results: Keep Greece a top-of-mind destination
The campaign ran for six months, from June to November and delivered an impactful return on ad spend of 126.5 to 1–the strongest return Visit Greece has seen from a campaign.
The destination further benefited from Expedia’s brand presence in the UK, where the brand partnership between Expedia and Visit Greece drove high visibility. The co-branded campaign was activated programmatically and through YouTube, reaching 15.5 million unique users and delivering more than 57 million impressions throughout the duration of the campaign.
With a video view-through rate of 85% on programmatic performance and 27% on YouTube performance, the campaign delivered significantly higher results than average.
By the close of the campaign, global awareness of Greece increased, which was evident in the increase in traveler searches for Greece year over year and double-digit growth in the U.S., Canada, and UK with a 20% search uplift for Greece overall.
“Greece is traditionally a top-of-mind destination for the Expedia audience, but the Brand Partnership activation allowed us to raise awareness about Greece’s diversity that goes beyond the popular beach holidays and introduce audiences to other exciting experiences. The results in terms of awareness and conversion exceeded our expectations and set a new benchmark for our future advertising plans.”
Was this page helpful?
Tell us how we did so we can improve our site.
