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Key Insights:
Business Challenge:
Overcome Armenia’s status as an often overlooked tourist destination in Asia, position it as a premier travel destination, and increase visitation to the country.
Solution:
Azira, in partnership with Solimar, delivered a targeted, multi-channel campaign with custom audience segments and advanced measurement and attribution to drive engagement and track real-world visits.
Results at Glance:
"With Azira’s global visitor insights, precise audience segmentation and attribution, we confidently measured impact and optimized performance across every stage of the campaign, driving impressive footfall to Armenia.”
"Azira and Solimar helped us clearly connect campaign engagement to real-world visits—proving the effectiveness of our strategy and positioning Armenia internationally as a premier travel destination."
Situation:
The Armenia Tourism Committee aimed to position Armenia as a premier travel destination in four key international markets: France, Germany, the USA, and the UAE. Though often overlooked in favor of other Asian destinations, Armenia offers a rich tapestry of history, culture, and natural beauty. The Armenia Tourism Committee partnered with Solimar International and Azira to execute a strategic digital marketing campaign aimed at raising awareness and driving visits across Armenia.
Challenge:
The Armenia Tourism Committee faced several challenges. Armenia’s wealth of history, natural beauty, and culture was not widely recognized in key source markets, presenting a significant challenge in building destination awareness. The campaign needed to effectively reach and engage four distinct international audiences, each with unique travel preferences and behaviors that required tailored approaches. Additionally, the campaign needed to drive meaningful engagement despite lacking direct booking options on their website, making the conversion path more complex in guiding potential visitors through their decision-making journey. To understand the effectiveness of its digital campaigns, the Armenia Tourism Committee required a solution to attribute their campaign performance globally with real-world visits to Armenia.
Solution:
Azira, in partnership with Solimar International, delivered a comprehensive, data-driven campaign to elevate Armenia’s visibility as a premier travel destination. Using its mobile location data, Azira developed highly targeted audience segments based on real-world behaviors:
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Novelty Seekers in France
French travelers passionate about exploring diverse cultures, gastronomy, and historical sites, seeking unique and social travel experiences.
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Experience Seekers in Germany
High-income German travelers, curious about new cultures, luxury vacations, and local experiences, preferring popular destinations.
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Curious Explorers in the UAE
Explorers with a deep interest in cultural discovery, historical significance, and natural beauty, favoring immersive travel experiences.
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Experience Seekers in the USA
High-energy U.S. travelers who enjoy luxury, international travel, fine dining, nightlife, and both urban and outdoor adventures.
A strategic multi-channel media campaign was then activated, featuring display ads across premium publishers, pre-roll and OTT/CTV video content, interactive rich media formats, and interstitial ads. The campaign unfolded in two phases—an initial awareness phase to spark interest and a follow-up engagement phase focused on retargeting and conversions—all supported by real-time performance monitoring and optimization. To measure campaign effectiveness, Azira used online and offline attribution to track visits to Armenia following ad exposure, clearly linking the results to return on ad spend.
Results:
Through Azira and Solimar’s partnership, the campaign effectively positioned Armenia as a premier destination in four key international markets, driving significant awareness and visitation. By showcasing Armenia’s rich culture, natural beauty, unique cuisine, and diverse outdoor activities, the campaign established a strong foundation for Armenia’s sustained visibility and appeal:
- The campaign generated 30.7M+ impressions across digital platforms, effectively reaching targeted audiences in France, Germany, the USA, and the UAE and exceeding the goal of 27.8M impressions.
- 300K+ total engagements (clicks) were generated across display ads, video ads, rich media, and social media promotion, outperforming the goal of 79.5K.
- 24K+ unique visitors were driven to Armenia from the targeted international markets who were served an ad (with 62K total exposed visits).
- A robust performance framework enabled real-time adjustments during the campaign, ensuring maximum impact and surpassing the set KPIs and brand impression targets.
The Armenia Tourism Committee will continue to build on this successful digital marketing strategy, refining audience targeting, ad creatives, and messaging to further position Armenia as a premier travel destination in the global tourism market.
