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Case studies

Elevating Tourism With Eurovision Magic

The Croatian National Tourist Board (CNTB) is a national tourist organization created to promote tourism domestically and internationally. Primarily, CNTB is responsible for activating promotions, elevating travelers’ interest in visiting Croatia, and raising the quality level of the country’s tourism. CNTB focuses on presenting Croatia as an attractive holiday destination through their marketing initiatives across Europe. To reach and engage European tourists, CNTB partnered with Httpool by Aleph to elevate Croatia's appeal and attract a wider audience of travelers, through innovative advertising solutions.

The Objective

Tapping into the buzz around Eurovision, Httpool by Aleph and CNTB partnered on creating an engaging campaign to increase awareness and tourists' interest in taking a holiday on the Croatian coastline.

The Solutions

To reach and engage European tourists, CNTB partnered with Httpool by Aleph to elevate Croatia's appeal and attract a wider audience of travelers, through innovative advertising solutions

While leveraging the live momentum of the Eurovision Contest across five days, Httpool by Aleph and CNBT also utilized multiple engaging formats like ‘Tweet to Unlock,’ motivating people on Twitter to share their preference towards the Croatian team as well as to engage users in a more creative way and create snowball effect and more earned media.
The Eurovision viewership is skyrocketing year on year, with Twitter emerging as the platform to captivate audiences during live events like this one. Eurovision 2023 generated a staggering 3.8 million Eurovision-related tweets particularly in the UK. Here the buzz and discussions surrounding Eurovision saw a 219% increase in Eurovision tweets between 2019 and 2022.

Recognizing that Eurovision is a contest comprising various stages, the campaign was meticulously segmented to engage viewers during critical moments such as the voting phase, final performance, and the captivating semi-finals.

The campaign’s creatives highlighted the Croatian team at Eurovision and displayed some of Croatia's sights to spark tourism interest. In addition, CNTB’s promoted Tweets had a call-to-action button that allowed viewers to share support for the Croatian team, generating organic reach.

The Results

Overall the campaign reached a broad audience through IOS and Android targeting in countries all over Europe; from the Czech Republic, Italy and Ireland to Sweden, the United Kingdom, Germany and the Netherlands.

The campaign creatives targeting the Eurovision semi-final achieved an impressive 2,313,265 impressions and 50,690 tweet engagements, resulting in a 2.19% overall engagement rate and a low 0.10 EUR Cost per Engagement.

The campaign segment for the finals saw an even lower cost per engagement of only €0.03 and an remarkable engagement rate of 7.02%, significantly exceeding benchmarks. This campaign segment generated 553,069 impressions38,802 engagements while reaching a total audience of 477,237 consumers.

Last but not least, the campaign segment promoting @Croatia_hr attained a noteworthy 1.89% engagement rate and a CPE of €0.11. This part of the campaign reached 1,473,296 consumers and generated 37,067 tweet engagements.

“We opted to work with Httpool to ensure engagement via a live Twitter campaign, aimed at raising awareness for Croatia as a tourist destination and Croatia's representative at Eurovision. The campaign was a great success both in terms of engagement, as well as giving us the chance to try the ‘Unlock to Tweet’ feature.”

Luci Jerkovic - Manager, Global PR Department,The Croatian National Tourist Board
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