Campaign details

Brand: Al Tayyar
Brand owner: Al Tayyar Group
Lead agency: tphDDB
Contributing agencies: tphTribal
Country: Saudi Arabia
Industries: Travel agents, tour operators
Media channels: Direct marketing, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store
Budget: 500k - 1 million

Executive summary

The travel industry is dominated by online booking portals like trivago, Booking.com and Cleartrip. Travellers themselves prefer to use online means to plan and book vacations, with Saudi Arabia witnessing an increase in reservations made through mobile alone by 218%.

Tourism and travel-related services provider Al Tayyar is a brand with a rich history in travel, but primarily perceived to be a 'bricks-and-mortar' enterprise.

Through this campaign, aired primarily on social media, Al Tayyar was able to change brand perception, generate substantial engagement around its travel offers and, most importantly, achieve unprecedented growth across its retail channels, which target audiences were not familiar with.

Market background and objectives