Puglia Promozione

Teaming with Expedia Group, and with the Media Solutions and Creative Partnerships groups, in particular, has been a stirring experience for us. Working with such a prominent partner empowered us to plan, accomplish and gauge results stemming from a shared project that brought Puglia overseas, raising awareness of our region across the US market in the most effective manner.
Carlo Caroppo, Social Media Manager at Puglia Promozione

+35 million

Impressions across all media placements

+26k

Click across all media placements and points of sale

Overview

Puglia Promozione, the tourism board of the Puglia region of Italy, ran the Puglia Travel Flavors campaign to increase awareness of their region within two key markets and drive bookings within four more. This Creative Partnerships campaign brought a culinary focus to travel shoppers and was supported by advertising across native and display channels, via email, PassportAds, and a dynamic landing page.

The Opportunity

Puglia, the southeastern coastal region of Italy, was less well known than other regions of Italy and subsequently less frequently visited. But they have plenty to draw visitors in: their striking coastline, quaint towns, and iconic Italian cuisine all presented opportunities for them to engage would-be visitors.

The Solution

To stand out from other destinations and create an innovative concept for their campaign, Puglia Promozione chose to focus on culinary travel as the center of their campaign. Based on our first party data and their own data, the campaign focused on engaging travel shoppers in Poland, Germany, Austria, Switzerland, the USA, and the UK.

The campaign ran through the first half of 2019 and included a food pairing experience empowered by a custom landing page. The site inspired users to travel to Puglia through gastronomy by pairing specific, regional dishes with locations, thereby helping travel shoppers creatively plan their own itinerary. The campaign used custom video to showcase the cuisine and included thoroughly tested and optimized display ads, Passport ads, social media, and email marketing.

Recognition

We’re happy to share that our Puglia Travel Flavours campaign has been recognized as a Silver winner for this year’s W3 competition under the General Websites – Websites for Tourism category.