The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) is among the early adopters of Tripadvisor’s newly-launched first-party data platform delivering audience targeting, insights, and performance reporting. The tourism board has leveraged the data-intelligence solution dubbed Tripadvisor Navigator for its latest campaign, set to launch year-end.
With the goal of promoting Abu Dhabi as a top destination to the Tripadvisor audience, the co-branded promotion will target high-intent travellers to discover more about the destination and deliver efficient conversions for DCT Abu Dhabi.
Tripadvisor Navigator connects an advertiser’s brand, via first-party audience segments, with the platform’s high-value audience. The campaign also incorporates a bespoke insights platform that enables partners like DCT Abu Dhabi to monitor performance in real-time, allowing them access to a market-specific understanding of the way users are engaging with the destination and how it stacks up against competitors.
“As the world gradually reopens following this pandemic, real-time updates and active travel audience insights are more important than ever. The Tripadvisor platform is a powerful demand-driver for our destination and a fantastic resource for decision-making when it comes to our marketing spend. This is especially the case when it comes to tracking current trends that are changing with a high level of frequency,” said Saeed Al Saeed, destination marketing director, DCT Abu Dhabi.
The tourism board has also launched a new range of content in the form of bespoke videos and podcasts designed to engage prospective travellers and inspire travel to the emirate once international travel resumes.