Best Travel Website

In 2019, Expedia Group Media Solutions and Puglia Tourism Board launched “Puglia Travel Flavors”, an interactive digital campaign that encouraged travelers to explore the Italian region of Puglia and its various towns, countryside landscapes and historic architecture, through their taste buds.

The campaign launched in October 2018 in the US and UK and came to life via a bespoke content hub that engaged users through rich visual content and exclusive videos. Upon entering the microsite, users were introduced to a “tasting menu” quiz, where they could select their desired dish for the appetizer, main and dessert courses. Each dish option was paired with an exclusive video showcasing the artful preparation of the dish and its corresponding key region in Puglia, the region’s culture, countryside landscapes and local ingredients.

Once users completed the quiz, the microsite generated a customized travel itinerary, highlighting three different towns or specific locations in Puglia, where travelers could visit to taste the flavors of their selected dishes and experience the culture and landscapes viewed in the videos.

Through the interactive content on the bespoke hub, the campaign produced impressive engagement results, including over 40% engagement with the platform across all markets, with users spending an average of over 4 minutes on the microsite. In addition, the campaign produced a nearly 40% year-over-year increase in room night demand, further proving the campaign’s success in inspiring users to travel to Puglia by appealing to their taste buds.

Contributors:

CRAFTED COMMUNICATIONS

Location: United States