Connecting with an engaged audience of travel lovers is crucial for Visit Abu Dhabi (@VisitAbuDhabi) – which is why it partnered with Twitter. Launching its creative Getaway Abu Dhabi campaign on Twitter across multiple markets, it seized the opportunity to take wanderlust to new heights.
The campaign took on a persona-centric approach, appealing to different types of travellers with relatable humour – and smart creative. Launching across 14 international markets, a series of Image and Video website cards enticed potential travellers.
With the stresses of their everyday lives pitched against the contrasting tranquillity of an escape to Abu Dhabi, the website cards engaged distinct personas – from the ‘Dad Dancer’ to the ‘Foodie’ and the ‘Kayaker’.
@VisitAbuDhabi took a sustained approach, running the campaign across a 3-month period including Ramadan, which provided the opportunity to tap into its cultural highlights. By targeting Twitter’s engaged travel aficionados based on their interests, keywords and accounts followed, @VisitAbuDhabi ran a highly optimised campaign.