Purpose of Campaign
Encourage tourism to a European capital city.
Context
A European capital city is keen to welcome European travelers and wants to launch a campaign that emphasize the pleasure and convenience of internal European travel, in the hopes of attracting a whole new group of tourists looking to get a break from their busy everyday life and go explore a new city.
Audience
Tech-savvy young people who are looking for shorter getaways
Targeting Strategy
Targeting younger people is a significant departure from past strategies, as this demographic is notoriously busier than the rest of the population, and is reluctant to go away for long-haul destinations. However, younger people, both singles and couples, have always been more adventurous, especially when it comes to travel – making them the right target group for such a campaign.
Additionally, tech-savvy people can book their trips online as well as research facts about the destination and activities on-site, giving them the confidence and interest they need to travel.