Best Travel Integrated Ad Campaign

The Netherlands Board of Tourism and Conventions partnered with Expedia Media Solutions to orchestrate an engaging integrated marketing campaign that aimed to promote Holland as a key destination for travelers in the UK, France and Germany by celebrating famed Dutch artist Vincent Van Gogh.

Turning to Twitter, and specifically its “Flock to Unlock” mechanism, Expedia Media Solutions created a campaign that challenged consumers to collaboratively tweet and retweet the #VanGogh2015 hashtag to earn brush strokes that would reveal one famous Van Gogh work of art each week, all for a chance to win a trip for two to Holland. Tweets from localized Expedia Twitter pages in each country and display ads drove users to customized landing pages where visitors used the integrated Twitter widget to tweet and retweet. Running from March 2 to April 12, 2015, the campaign featured a different Van Gogh masterpiece and tweet target each week. The custom landing pages utilized Twitter’s data visualization capabilities to showcase the audience engagement and ‘unlocking’ progress in real time. Content on customized landing pages also redirected visitors to Holland.com where they could access wider and richer information about Van Gogh to further inspire and inform.

Leveraging the capabilities of “Flock to Unlock,” coupled with a creative campaign and media buy that ran on targeted Expedia points of sale, the campaign drove double-digit growth in visitor demand to the Netherlands over the six-week period. Twitter impressions reached 2.2 million and engagement exceeded 22,000.

Contributors:

Director Business Development & Operations, The Netherlands Board of Tourism and Conventions:	Andrew van der Feltz
Marketing Project Manager, The Netherlands Board of Tourism and Conventions:	Evelina Hederer
Global Director of Creative Partnerships, Expedia Media Solutions:	Angelique Miller

EXPEDIA MEDIA SOLUTIONS

Website: advertising.expedia.com/

Location: United States

About the Agency:

Expedia Media Solutions, the advertising arm of Expedia, Inc., offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Media Solutions provides partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results.