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.
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.
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.
-Carlo Caroppo, Social Media Manager at Puglia Promozione
The results for Puglia have been strong. The campaign delivered over 35 million impressions and nearly 26 thousand clicks across all media placements and points of sale.
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