Targeting 6 defined audience segments with specific interests in 6 UK and German cities (Dusseldorf, Frankfurt, Munich, Berlin, London, and Manchester), we leveraged weather API and geo-location to showcase real-time weather in the targeted cities and Abu Dhabi in March and April, as well as flight distance to the UAE capital from each place. Personalised creative content saw customised messaging being mapped to the appropriate audiences.

More than 5,400 customised banners and up to 15 dynamic creatives per audience segment encouraged prospective visitors to ditch the bad weather in their cities and head to Abu Dhabi for a warm, sunny holiday that, from some target cities, is just a six-hour flight away!

By leveraging Google Display & Video 360 in Bidding, Audiences and Optimisation strategies, the team maximised efficiency, ensured optimal delivery, and optimised audience and performance.

Based on extensive research, we knew that UK & German audiences had misconceptions about the weather in the UAE capital. Abu Dhabi boasts fantastic weather almost year-round, with the average annual temperature being 26.8°C, according to climate-data.org. To achieve our client's goals to deliver relevant tailored messaging to busy and over-exposed audiences in the target markets to attract them to Abu Dhabi, we turned to bad weather, data, and geo-location. Strategically showcasing the campaign in March & April, when the weather in the UK & Germany is gloomy and weather in Abu Dhabi is sunny, we harnessed weather API and geo-location to showcase real-time weather in targeted cities and Abu Dhabi, as well as flight distance to Abu Dhabi. More than 5,400 customised banners and up to 15 dynamic creatives per audience segment encouraged prospective visitors to ditch the bad weather and head to Abu Dhabi for a sunny holiday.

Compared to the forecasted results, the ad-click-through rate was remarkable, beating expectations with +300% on CTR in Germany and +400% on CTR in the UK, compared to previous campaigns. The dynamic campaign was successful in driving awareness and engagement through targeted messaging.

Tackling the challenge to attract visitors to Abu Dhabi through the use of technology, and by identifying in-market key audiences (people already actively searching for Abu Dhabi as a destination), the four-week campaign generated an incremental 7,000 hotel searches and 6,600 flight searches. On top of this, there was a significant increase in the quality of bookings: a +34% longer visit duration, and +35% increase in spend during stays.

The campaign was also turned into a case study by Google’s Think with Google team, called ‘How to match engaging ads with the right audiences for high-performance gains with Display & Video 360’.

For the 'It's Always Sunny in Abu Dhabi' pilot campaign, we needed to successfully deliver relevantly tailored messaging to several busy and over-exposed UK and German audiences to increase awareness of Abu Dhabi, challenge misconceptions about its weather, & attract visitors. We turned to UK and Germany’s bad weather to drive awareness around Abu Dhabi being one of the world’s top tourist destinations, encouraging prospective visitors to ditch the bad weather in their cities and head to Abu Dhabi for a warm, sunny holiday.

Targeting 6 defined audience segments with specific interests in 6 UK and German cities (Dusseldorf, Frankfurt, Munich, Berlin, London, and Manchester), we leveraged weather API and geo-location to showcase real-time weather in the targeted cities and Abu Dhabi in March and April, as well as flight distance to the UAE capital from each place.

More than 5,400 customised banners and up to 15 dynamic creatives per audience segment encouraged prospective visitors to ditch bad weather in their cities and head to Abu Dhabi for a sunny holiday that, from some target cities, is just a six-hour flight away!

By leveraging Google Display & Video 360 in Bidding, Audiences and Optimisation strategies, the team maximised efficiency, ensured optimal delivery, and optimised audience and performance.

The ad CTR was remarkable, beating expectations with +300% on CTR in Germany and +400% on CTR in the UK, compared to previous campaigns.

The four-week campaign generated an incremental 7,000 hotel searches and 6,600 flight searches. There was a significant increase in quality of bookings: a +34% longer visit duration, and +35% increase in spend during stays.

The campaign was also turned into a case study by Google’s Think with Google team’.