With summer approaching and consumers planning their next getaway, Saudi Tourism Authority (@VisitSaudiAR) identified an opportunity to re-ignite an appetite for exploration and travel. Turning to Twitter, its aim was to put Saudi at the centre of online conversation – and a trip to the country at the top of people’s wishlists.
To highlight Saudi’s breathtaking beaches and magnificent mountain ranges, @VisitSaudiAR created split-screen video content contrasting the country’s diverse landscapes – and teasing travelers.
Firstly, @VisitSaudiAR divided the Twitter audience into two groups: The beach lovers in ‘Splash’, and mountain enthusiasts in ‘Breeze’. This ensured a highly targeted approach so that the right content reached the right people with Twitter’s targeting features.
From here, the goal was to get as many eyeballs as possible on the video content. @VisitSaudiAR turbocharged the hero video’s reach by using Twitter’s Trend Takeover+ solution, placing it in pole position among the top Twitter trends. In addition, it used micro-influencers to build out user-generated content (UGC), further amplifying reach – and generating UGC video view-through rates of 43%.
But what is the benefit of seeing these beautiful locations if you can’t get there? Twitter ensured that the audience had every opportunity to turn their dreams into reality with a seamless customer purchase journey. @VisitSaudiAR used Website Cards with clear calls-to-action, driving users to the Visit Saudi website, where they were able to learn more about Saudi, browse holiday packages, and fulfill their wanderlust.
@VisitSaudiAR used Twitter’s partner Jebbit to go one step further, creating a more direct user journey. Following a quick survey on interests and holiday seasons, audiences were able to pick the most relevant destination for their dream holiday - creating a stress-free and streamlined experience that avoided visits to multiple websites and kept the audience engaged.