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In 2021, Travel Republic wanted to increase their audience reach for Dubai to include a younger, more connected traveller. They asked Platform 195 to help them meet this objective with a fun, interactive competition targeted at millennial customers.
Dubai…the influencer capital of the Middle East. Perpetual sunshine, stylish pools and opulent hotels give visitors to the city state a glamorous ‘glow up’ as soon as they step off the plane. With the goal of reaching a younger, more media savvy audience, Travel Republic wanted to tap into this feeling of escapism and launch a competition to encourage millennial travellers to search and book a Dubai getaway. The competition ran while the UK was still under COVID travel restrictions, making the idea of a glamorous poolside escape even more appealing to the public. Taking the concept of an instant ‘glow up’, we worked with Travel Republic to create a fun and engaging competition. Using custom filters built by our team, users could post a reel featuring themselves against a backdrop of Dubai with the hashtag #touchdownglowup. The prize? A trip to Atlantis The Palm, a truly luxurious experience. By asking people to create and share Instagram reels, the competition had an important second focus; building a bank of user-generated content for Travel Republic to share on its own channels. To further deepen the engagement and create a buzz around the competition on social media we launched an influencer programme to coincide with the campaign and amplify the reach of the competition. With a 100% increase in searches for Dubai during the campaign period and hundreds of trips booked through the Travel Republic site, the contest really struck a chord with the target audience.
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Platform 195 is a retail media solutions and marketing company specialised in travel and sustainability. The team has decades of experience building award-winning media organisations within tour operators, OTAs, hotels & airlines and delivering outstanding full-funnel strategy, creative and implementation for brands. We have a culture of constant innovation, brilliant client service, total sector expertise and best-in-market products and services. Retail Media Solutions Our Retail Media team integrates the most experienced people and best technology and data in the marketplace. By supercharging advertising and partner-marketing we deliver significant incremental revenue on e-commerce sites, in app, on inflight media and through social and programmatic channels.
Proprietary Ad Platform Our proprietary omni-channel Travel Media platform, Uplift Ads, is designed to help you save time and cost through connected, efficient delivery and reporting across all digital touchpoints and multi-channel partnerships. It scales to accommodate thousands of suppliers across channels and source markets. Intelligent Marketing Our award-winning Intelligent Marketing team delivers integrated partnerships, brand and performance marketing. We use the best people, creative, data and technology to make your marketing effective, giving you access to social and programmatic display marketing at scale, as well as insight, creative ideation, content production, influencer marketing, and PR.
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