Travel and tourism are visual experiences. People want to visit beautiful places and capture them in memorable photos and share them. That is why Pinterest is used by thousands of users every day to find inspiration, research and plan their next holiday. It is quickly becoming a must-have channel for tourism brands to reach audiences exactly when they are considering destinations and be front of mind when they come to book.
Pinterest is quickly becoming a must-have channel for tourism brands to reach audiences exactly when they are considering destinations and be front of mind when they come to book.
Poland has some of the most picturesque cities in the world, so to tap into the Pinterest audience, campaign activity was designed to reach and engage key groups and set the groundwork for long term results on the platform.
We carefully selected content from the Polish Tourism website, which was used to create bright, vibrant pins to capture attention around highlighting Poland’s major cities and why travellers should consider Poland for their next trip.
Alongside the organic traffic that would be generated from the content, a paid media strategy of promoted content and video adverts was created
The campaign was run in the weeks leading up to the first week of January, which is when the UK searches for ‘city break’ peak dramatically each year. By reaching audiences in the weeks leading up to this crucial time, this campaign has ensured that Poland was top of mind when people begin to book their city breaks.
Despite the campaign being only live for a short period, the organic performance was strong. The content resonated with the Pinterest audience and we saw an immediate uplift in organic impressions, with a steady build throughout December. This content will continue to gain impressions and additional repins over the coming months.
This mix of activity resulted in a successful campaign, reaching over 639K of the key audience during an extremely important period before the main UK booking period.