Contact us

Audience Store identified 3 new audiences for Visit Malta

Challenge

Visit Malta needed to raise awareness of Malta as the tourist destination and achieve cut through in a busy travel market. Visit Malta previously used a blanket message for all audiences that achieved broad reach, but not the right reach! Visit Malta tasked Audience Store with creating a campaign to deliver personalised experiences and effectively highlight Malta’s core USP’s, moving away from a one-size-fits-all approach to better capture the attention of their key audiences.

Solution

Audience Store used DiscoverAI – our proprietary audience intelligence tool – identified growth opportunities for Visit Malta across 3 target groups – Young Adults, City Breakers, and LGBTQ+ audiences. Collaborating with Visit Malta, our in-house Creative Studio created nine video edits and 27 rich media banners for multi-variant testing, highlighting themes to potential tourists like Adventure, Cultural Exploration, Underwater, Food & Drink, Fiestas & Nightlife, Urban Exploration, and Inclusivity, ensuring personalised creative without the need to shoot new content.
 

Results

Our campaign targeted audiences interested in booking a holiday and audiences considering a holiday in Malta, focusing on Young Adults, City Breakers, and LGBTQ+ segments. Visit Malta’s video campaign identified that City Breakers prefer Adventure and Food content, LGBTQ+ audiences respond to Inclusivity and Adventure content, and Young Couples favour Adventure, Underwater, and Culture content, leading to optimised marketing efforts and promotions using these learnings.

+47%

Views vs Plan

2.5x

CTR vs Plan

+32%

VTR vs Plan