Travel Insider Tips
Abu Dhabi is as well as the Canary Islands, Turkey or Egypt a destination with sun guarantee. Unfortunately, it is still not perceived as such by the Germans and is also considered expensive. Our task was to change this perception.
In the first phase of the campaign, we created a theme environment that reported on travel recommendations in Abu Dhabi on the one hand and sunny travel destinations in general on the other. Building on the insights of the first phase, the second phase focused on Abu Dhabi as a travel destination and Etihad Airways as an ideal airline. The content was targeted to those readers who had already interacted with the content from the first phase.
In addition to targeting the target group, Etihad Airways gained new insights into which specific attractions and locations in Abu Dhabi best appeal to the target group and which visual language should ideally be used.