After the pandemic had seen tourism numbers diminish significantly, Visit Bergamo wanted to change the perception of the destination and entice international travellers back to the region. Ink Studio created an online campaign, using digital and social solutions, designed to generate excitement in the region once again.
To promote Bergamo and the wider region as both a safe and rewarding summer destination while targeting passengers flying into Northern Italian airports with irresistible content that would entice them away from competing cities, like Milan, Turin and Venice.
In order to change traveller perception, we needed to raise awareness of the region with a combination of informative, highly engaging content and marketing messages that would help readers see the region through a new lens. We also knew that targeting a range of travellers, from backpackers and families to those searching for active holidays, would highlight Bergamo’s diversity and give us a greater chance of inspiring more booking conversions in the process.
At the heart of the campaign was a bespoke Bergamo destination hub that we created on easyJet’s online inspiration portal, traveller.easyJet.com. Packed with inspiring content and spectacular imagery, it was designed to showcase the region’s key value propositions, such as the history of Bergamo Old Town and the plethora of outdoor activities in the surrounding region. To drive engagement, we used our Navigator platform to target travellers of all age groups and genders who had booked flights into surrounding airports, including Milan Malpensa, Milan Linate and Venice Airport, and delivered a social campaign directing them back to specific articles on the site. Buoyed by the strength of the content on the Bergamo hub, every post Navigator delivered saw significant return by way of page visitors and eventual click-throughs to easyJet’s flight booking page, and many were well above industry standards. For example, one campaign, designed to showcase Bergamo’s credentials for cycling holidays, sparked 704 total conversions (that’s a conversion rate of 22.74%) to the airline’s booking page via the “Book Holidays” button in under two weeks. With the number of impressions served totalling almost 90,000 for the entire campaign and a conversion rate of 26%, we were able to achieve a cost per conversion of just 21p.
“We wanted to take the perception of Bergamo that emerged during the first wave of Covid and turn it into something positive. We’ve been impressed by the high quality of the content created for us. The way Ink has caught the most interesting things to highlight was really very good. I honestly prefer your articles to the ones on our website.”
Alessandra Pitocchi, communications manager, Visit Bergamo
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