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Overview

This Latin American destination increased passengers by 50% with display advertising.

The Opportunity

Colombia is a country of majestic and diverse landscapes with vast natural resources, framed by an equally impressive dual coastline. But the country was facing an image problem. Like many other developing economies around the world, Colombia was severely impacted by the global economic downturn of the last five years. Additionally, despite the statistical realities, Colombia was wrongly perceived as an unsafe destination for tourism. the Ministry of industry, Commerce, & tourism through Proexport Colombia (charged with marketing and promotion of tourism, exports and investment) needed to communicate the fact that Colombia is one of the safest and most diverse destinations in 2012. Their objectives were to grow room nights and increase the number of US visitors by 10%.

The Solution

Expedia Media Solutions created a custom landing page which included educational destination information, a video and the ability for visitors to book travel. Banner ads were created to reflect the target tourism products: History and Culture, Sun and Beach, and nature. Expedia’s partnership with two major air carriers to South America helped strengthen the awareness and success of the promotion.

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The Results

 

The campaign outpaced its target goal of a 10% increase in travelers by nearly 3%. Air travel share to Colombia grew +12.9% whereas competing destinations showed a –4.8% decrease. Year over year results were strong across multiple metrics: 

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38%
Room Nights
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40%
Air Gross Bookings
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58%
Airline Tickets
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50%
Passengers to Columbia

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