Case Study: Promoting Dublin as the Perfect City-Break Destination during Fall/Winter ’23
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Case Study: Promoting Dublin as the Perfect City-Break Destination during Fall/Winter ’23

January 12

Overview: 

We ran a targeted campaign from September 1st to November 30th, 2023, to promote Dublin as the perfect city-break destination during the fall/winter '23 period. The campaign highlighted the city’s vibrant cultural scene as well the many cultural events and festivals taking place during this period.

Objectives:

  • Boost passenger numbers by promoting flights from the Dutch and Belgian market, encouraging overnight stays, and targeting competing European destinations. 
  • Generate awareness by creating inspiring content around the destination, driving relevant and engaged traffic to this content. 
  • Inform and educate customers for long-term effects, maintaining destination top-of-mind and increasing market share.

Target Audience:

City break lovers from both the Belgian and Dutch markets.

Activities:

  • Updated destination landing pages on Cheaptickets.nl and Cheaptickets.be for campaign traffic redirection.
  • Crafted compelling blog entries highlighting activities and events. 
  • Executed targeted newsletter campaigns, exclusively focused on promoting the destination.
  • Conducted social media advertising for both markets with Facebook sponsored posts and Instagram stories.
  • Implemented display advertising for both markets.

Results:

Achieved a substantial 88% increase in sales to Dublin from the Dutch and Belgian markets during the campaign period compared to the previous year (same period). The average length of stay during the campaign was 3.6 days.