Regione Abruzzo Case Study
Tangoo began its collaboration with Regione Abruzzo in July 2023.
Regione Abruzzo - Department of Economic Development - Tourism, with this collaboration aimed to promote Abruzzo’s diverse tourism offerings, focusing on its natural beauty, cultural richness, and culinary attractions.
The challenge
The primary challenge was to showcase Abruzzo’s diverse heritage in an integrated and engaging manner that would resonate with global travelers and families with children. Additionally, the Abruzzo Region aimed to promote a lengthy promotional video they had created previously, while emphasizing the region’s natural landscapes, cultural sites, and culinary experiences. The key objective was to capture the attention of the target audiences and inspire them to explore Abruzzo’s unique attractions.
HOW WE HELPED THEM
We conducted an in-depth analysis of the most captivating and rich content on Abruzzo’s website and identified key personas who would most benefit from and engage with this content. We went on to launch a brand awareness campaign consisting of videos and images. These creatives were used across a series of paid social campaigns on Facebook and Instagram, aligned with funnel objectives.
Our strategy was based around brand awareness ads powered by programmatic. The campaign incorporated a strategic mix of data and creativity, segmenting the target audience based on their habitual travel behaviors, and key socio-demographic segments. By utilizing interest-based browsing data, spatial data on habitual movements, and contextual data based on the content consumed, we were able to reach a highly engaged audience with a keen interest in specific topics and drive significant engagement on the website. In parallel, we executed an engagement campaign - precisely tailored to each identified persona - utilizing precisely targeted ad sets to keep them engaged. Lastly, we launched a retargeting campaign focused on driving traffic, creating highly compelling ads centered around "10 Things to Do in Abruzzo."
results
The campaign delivered outstanding results, fully meeting the objectives and exceeding KPIs, and significantly enhancing Abruzzo’s visibility and appeal to the target audience.
Increased awareness
Achieved cost-efficiency
Cost Per Interaction
-54%
CTR Uplift vs. Industry Average
+88%
Reach On Target
+17%
Regione Abruzzo saw a marked increase in visibility and engagement.
By utilizing a tailored, persona-driven strategy, we effectively connected with global travelers and families, showcasing the unique experiences the region has to offer. This approach successfully increased awareness of Abruzzo and sparked greater interest in exploring the region’s unique offerings.