Agency: Pool Kommunikationsbyrå AB

Objectives

Our target group was a category of people who tend to travel the most on this type of destination. We call them "city slickers", metropolitan residents with average or higher income between the ages of 25 and 35 years. They have a higher travel rate than the average, spend more than the average population on a vacation and like to have an active holiday. A city trip over the weekend is a popular form of short-term vacation for these. Though often, cities like London, Paris and Berlin are the first choice. In this context, Amsterdam is a small city, both in terms of supply and population (less than one million).

  • Increase brand awareness
  • Increase both direct and in-direct sales with 10% in total.
  • ROI target on 100%
  • Visits on campaign site – target 25 000 unique
  • Purchase intent on Amsterdam – Target 10%

Strategy