The Web Marketing Association is proud to present this 2016 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Travel Online Video
VisitDenmark turned to Expedia Media Solutions to develop a campaign that would generate awareness and visitation to Copenhagen and its second-most popular city, Aarhus. The goal was to create a unique, immersive experience online that truly stood out and inspired travelers from the UK, Germany and Italy to visit Denmark.
Because travel is inherently personal, the team created a first-person interactive video that put viewers in control of the content, allowing them to choose a path through Copenhagen based on their interests. The film was captured using specially-designed wearable cameras that delivered a personal and unique perspective. To highlight the cycling culture, users navigated through Copenhagen on a vintage bicycle and had a choice between different scenarios that mapped out their day. After selecting the final activity, visitors could watch their perfect day in Copenhagen, from morning to night, share it with their friends on social media, and download a personalized bookable itinerary. The video was supported by localized landing pages where visitors from the target countries could learn more about Copenhagen and Aarhus.
The campaign ran from May 13 to September 10 and was a resounding success. After viewing the advertising campaign, preference for Denmark increased by 33 and 30 percent respectively in the U.K. and Germany. Visitors were highly engaged on social, with over 204K total video views from promoted Twitter and Facebook activity combined. The U.K. and Germany microsites generated 9.8K video views and strong engagement as visitors spent nearly 3.5 minutes on the sites.
Contributors:
| Marketing Manager, VisitDenmark: | Anne Grethe Dong Jensen |
| Global Director of Creative Partnerships, Expedia Media Solutions: | Angelique Miller |
EXPEDIA MEDIA SOLUTIONS
Website: advertising.expedia.com/
Location: United States
About the Agency:
Expedia Media Solutions, the advertising arm of Expedia, Inc., offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Media Solutions provides partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results.