The Zagreb Tourist Board, the official Destination Marketing Organization (DMO) for Zagreb, Croatia, strives to showcase the city's unique blend of Central European and Mediterranean influences to travelers worldwide. Zagreb offers a vibrant urban experience with a diverse mix of energetic and tranquil areas, appealing to a wide range of visitor interests.
The Objective
Building on Zagreb's recognition as the "Best European Christmas Market" for three consecutive years, the Zagreb Tourist Board partnered with X and Aleph to bring the city's festive atmosphere to a broader European audience. The campaign aimed to promote Zagreb as the ideal winter destination, highlighting its holiday activities, charming Christmas markets, and rich cultural heritage.
The Solutions
X and Aleph developed a comprehensive digital marketing strategy utilizing a variety of ad formats on the X platform to reach target audiences across Europe. The campaign leveraged:
Media Polls: Interactive polls encouraged user participation and engagement with Zagreb's holiday offerings.
Video Cards: Visually compelling videos showcased the city's festive atmosphere and Christmas market highlights.
Website Cards: Direct users to the Zagreb Tourist Board website for detailed information on holiday activities and travel planning resources.
Carousels: Showcase multiple images and offers related to Zagreb's Christmas markets and winter attractions.
Collection Ads: Immersive ad experiences allowed users to explore Zagreb's holiday offerings in a visually engaging format.
Target Markets: The campaign focused on key European markets, including Slovenia, Serbia, Croatia, Montenegro, Bosnia & Herzegovina, Hungary, Italy, Austria, and Germany.
Campaign Duration: November 14th, 2024 - December 31st, 2024
The Results
The X and Aleph campaign successfully amplified Zagreb's holiday spirit across Europe, exceeding key performance indicators:
Engagement: The campaign achieved a 55% higher engagement rate than the average for respective countries. Collection ads proved particularly effective, driving an impressive 13.6% engagement rate.
Reach: The campaign outperformed market benchmarks by 47% in terms of Cost per 1k impressions (CPM), with Croatia showing the most significant improvement at 77% lower CPM than the market average.
Video Views: The video views campaign targeting Berlin and Munich generated a 61% higher Video View Rate compared to benchmarks for Germany.
By leveraging the diverse ad formats and targeting capabilities of the X platform, Zagreb Tourist Board effectively positioned Zagreb as a must-visit winter destination, inspiring travelers to experience the city's holiday magic.
“Collaborating with X and the Aleph team on the Advent Zagreb campaign has been an exceptional experience for the Zagreb Tourist Board marketing team. Their professionalism, creativity, and seamless coordination ensured a highly successful campaign that showcased Zagreb in an innovative and engaging way. We truly appreciate their dedication and look forward to future collaborations.”
Campaign Examples
