– CLIENT
Marketing Greece
- CHANNELS
Digital Media
– PROJECT TIMELINE
ongoing since 2015
– FORESTVIEW ROLE
Media Activations
THE GOAL
ForestView has been working closely with Marketing Greece since 2015, promoting multiple Greek tourism destinations and generating demand by funneling online users from 50+ countries to the exquisite content of DiscoverGreece.com and it’s Social Media.
We aimed to further enhance and empower our online Media effectiveness by taking advantage of our long-lasting and data-rich relationship with a global online audience and add a valuable 1st party data layer to our targeting and content effectiveness evaluation.
THE STRATEGY
We divided our audiences in five distinct personas, combining insights from multiple sources, including online campaign, Google Analytics, Search Trends and Patterns, Global Web Index and research and statistical data from SETE (Greek Tourism Confederation).
1. Foodies
2. Culture Lovers
3. Outdoor Enthusiasts
4. “Slow” Travelers
5. Responsible/Conscious Travelers
THE WAY
For each persona we created custom targeting matrixes across specific groups of countries, combining keyword, interest, behavioral and contextual triggers across multiple Media, along with a corresponding content library within DiscoverGreece.com for each persona.
We then utilized Google Analytics to build 1st party data and validate our audiences through cross-media utm tagging and constant feedback loops, either utilizing AI solutions like Google DV360, or by taking advantage of the 1M+ followers we had amassed over the years on Facebook and Instagram.
THE RESULTS
The value of our 1st party layer targeting and renewed strategy cannot be understated. As soon as our initial, benchmarking campaigns, we achieved significant increase in our Media effectiveness across all stages of the “look to book” consumer journey.
+40% View Rate across our Video campaigns.
+30% Click Through Rate across all online Media.
Maintained our Cost per Click, regardless of the narrower audience targeting.
Assisted in 168 bookings through the newly launched booking engine on DiscoverGreece.com.
