Inspire European travellers to book their perfect US holiday, by finding the perfect destination that matched their favourite music genre. The challenge was to promote less known US destinations to a specific target audience spread across 5 key European markets and amplify America’s musical journey.
Objectives
Increase inspiration
Raise awareness
Generate bookings
The activation
We decided to use our consolidated platforms to inform over 60M customers about America’s Musical Journey, influencing their booking behaviour through their passion: music.
We identified 9 music genres to group destinations and interests, with each genre having its own tailored content (video, playlists, images) and promotions. We have included snack videos in some of the promotional banners to attract customers to explore each music genre and its destination.
