After careful research, conceptualisation and preparation, a combination of expanding YouTube masthead banners, localised engagement ads and landing pages were created. All collaterals were built in HTML5 and optimised for desktop, tablet and smartphone - one of the first times ever that HTML5 engagement ads have been utilised on smartphones.

The campaign proved extremely successful, engaging users and encouraging them to participate. HTML5 impressions for the campaign reached more than 4 million with more than 1,850,000 users (46%) completing the initial introduction video. A high 70% of users completed all 3 steps of the interactive questionnaire, providing invaluable insights into the kind of trip, preferred activity and length of stay.