Qatar Tourism’s (QT) latest and largest promotional campaign, Experience a World Beyond, recently bagged the Adobe Experience Maker Award.
The award in the Orchestrator category recognises QT for its work in aligning customer journeys across multiple channels, geographies or platforms to deliver the most cohesive customer experience.
At its launch in November last year, the Experience a World Beyond campaign featured customised digital experiences, including a responsive website, mobile app, personalised campaign programmes and marketing automation initiatives. It targeted 17 of the country’s top visitor source markets in six languages using TV advertisements, out-of-home advertising and social platforms.
This was complemented by the VisitQatar app, which featured 360-degree virtual tours and an interactive map to create an immersive customer experience.
Berthold Trenkel, chief operating officer at Qatar Tourism, said: “We’re very pleased to receive an award that recognises the complexities involved in delivering such an integrated and multi-channel global campaign. Leveraging Adobe’s suite of solutions not only allowed us to create an innovative promotional campaign, it helped us reach more than 400mn people. As one of the region’s fastest growing tourist destinations, we appreciate the power of digital transformation and look forward to engaging with our audiences through more personalised, data-driven experiences.”
The campaign was seen across out-of-home advertising, broadcast, print and digital channels across major cities in the UK, France, Italy, Germany, Russia, Turkey and the United States. The campaign was also promoted across social media platforms Facebook, Instagram, TikTok, Snapchat and YouTube. The campaign’s CGI-animated characters introduce travellers to destinations in Qatar and guide them through up to 11 tailored user journeys based on interests.
To date, QT has gained more than 2bn impressions, over 600mn video views and over 100,000 new leads.
By 2030, Qatar Tourism’s aim is to attract 6mn visitors and grow the tourism sector’s contribution to GDP to 10%.