Madeira Invites Travelers to Open the Door to New Adventures

To take advantage of the resurgence of international travel, Madeira Tourism International is partnering with us to showcase the beauty of Madeira and to drive demand from U.S. and key European markets through the “Behind Closed Doors” campaign.  

Capturing pent-up demand for international travel  

Our Q2 Traveler Insights Report showed that long-haul travel is on the rise, with a 50% increase in demand for long-haul flights year-over-year. And as restrictions ease, there has been an explosion of interest from U.S. travelers in a trip to Europe – during Q2 there was more than a 100% year-over-year increase in traveler demand for flights from the U.S. to Europe. To leverage this interest, Madeira Tourism International is welcoming U.S. travelers (in addition to other European markets) to open the door to a new adventure and step into Madeira, Portugal.  

The “Behind Closed Doors” campaign, which kicked off this spring and will run until the end of the year, is targeting eager U.S. travelers by promoting a new direct flight from New York to Madeira. The campaign is also running in several key European countries, including the U.K., Germany and France.  

Welcoming travelers to step into Madeira  

To fully engage the audience for this campaign, we needed the right inspiration for the consumer journey with relevant content that would enrich their experience from beginning to end. 

This is why we had the creative campaign center around doors to signify new beginnings and new adventures, or portals from one world view to another. Through social media posts, including Instagram stories and animated banners, the campaign encourages travelers to literally and figuratively open Madeira’s painted doors.  

After clicking into the campaign, we wanted to provide more in-depth, rich content to further maximize engagement. To accomplish this, users land on a colorful Travel Spotlight that features a video showcasing the beauty of Madeira and editorial content about various opportunities Madeira has to offer travelers. The campaign highlights the possibilities for adventure, from swimming with dolphins to participating in a traditional toboggan ride from Monte to Livramento. To connect this inspirational content with driving demand, the site includes links throughout for travelers to book a trip to Madeira on the spot.   

“Madeira has been positioning itself as a top-of-mind destination for travelers, both in traditional markets such as U.K., France and Germany as well as in emerging markets such as the U.S. Expedia has been one of the most important travel platforms in the world, positioning itself as a key partner for the destination’s growth.

Our doors are open to welcome all travelers that seek our beautiful landscapes, adventure, culture, and rich gastronomy, all year and for everyone.”

Sara Marote, Executive Director of the Madeira Tourism Board

Driving strong awareness and results  

The campaign is already receiving impressive results, with over 35,491,881 impressions and a click-through rate of 0.86%. Additionally, searches to Madeira have significantly increased from the markets where the campaign is live. The return on ad spend (ROAS) is similarly strong, achieving a strong return on ad spend (ROAS) of 19.2:1.   

To learn more about how your brand can work with Expedia Group Media Solutions on a creative campaign that engages travel shoppers, check out our Travel Spotlights page. Or, if you’re interested in more information about how we work with destination marketing organizations, check out our Destination Marketing Guide.

Andrew van der Feltz

Global Senior Director, Business Development, Expedia Group Media Solutions

Andrew van der Feltz is global senior director of business development for Expedia Group Media Solutions. His team works closely with agencies, destination marketing organizations, hotel and airline partners on advertising opportunities and campaigns across the portfolio of Expedia Group brands. Prior to joining Expedia, Andy was the director of business development and operations at the Netherlands Board of Tourism & Conventions (NBTC) since April 2011. Prior to this, he also worked at NBTC in the London office as country manager for the UK and Ireland. He started his career at NBTC as marketing manager, after his role as an international marketing manager at VisitScotland. Andy studied Marketing and French in Scotland, continued his postdoc education at the Institute of Marketing in Edinburgh, and attended the Executive Educational Programme in General Management at the London Business School.

Read More Posts by Andrew