Travel + Leisure India & South Asia brought attention to AlUla, a breathtaking location in Saudi Arabia, through a cover integration featuring India’s most well-known actress Pooja Hegde.
Mission
The challenge was to open the city of AlUla to visitors and put it on the map of global tourism while driving traffic to the city’s Tantora Festival. Although the beauty of AlUla was already known, introducing a new metropolis required a brand capable of handling the task with utmost care and respect.
Solution
Travel + Leisure India & South Asia’s collaboration with Pooja Hegde was designed to introduce this location to an Indian audience. The cover integration was an important part of this campaign, and it featured Pooja Hegde prominently. Additionally, the collaboration included a film and an interactive ‘Guess the Destination’ video that allowed viewers to interact with the city’s scenery and create a sense of familiarity with the destination.
Achievement
Travel + Leisure India & South Asia’s collaboration with Pooja Hegde was highly successful in promoting tourism and generating engagement. The cover integration, film, and interactive ‘Guess the Destination’ video were instrumental in creating familiarity and interest in this unique location. This campaign demonstrates the power of media collaborations in promoting lesser-known destinations and driving tourism.
This campaign was highly successful, receiving 30 million views and 500,000 page views. The banner received 3.4 million impressions and 474,000 clicks, indicating high levels of engagement. The native articles and special tabs on the websites of Travel + Leisure India & South Asia and Lifestyle Asia also contributed to the success of the campaign, providing further information and driving traffic to the destination.
