Sardinia Tourism Board

THE CHALLENGE

As a premium tourism destination, Sardinia needs to distinguish itself from competitors at ITB China, an important international B2B tourism exhibition while effectively attracting international travellers and high-net-worth individuals.

THE OBJECTIVE

• Establish Sardinia as one of the top Mediterranean travel destination for the luxury tourism market.
  
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• Maximise brand awareness amongst high-spending international travellers and Chinese tourists

THE SOLUTION

The campaign effectively leveraged VIOOH's programmatic capabilities across various inventories and cities. In airports, it aligned with international flight schedules making a strong first impression on international travellers. In metro stations, it focused on the nearest station to the exhibition for industry professionals. In malls, it reached high-net-worth individuals in China’s top three cities with ease.

Using Petal Ads’ data science, detailed user profiles with over 200 tags were created, including a "high-net-worth population concentration index" for targeted screen selection. The campaign reached millions of high-value Huawei users, with corporate executives and frequent travellers making up over 65% of the audience, closely aligning with Sardinia's target demographic. This approach minimised invalid exposure and enhanced campaign efficiency.