Digital marketing solutions provider Sojern has teamed up with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi). While DCT Abu Dhabi has been working with Spark Foundry and Sojern since December 2017, this new partnership sees it incorporating Sojern’s real-time travel audience targeting capabilities directly into its ad-buying system.
A test run in the final quarter of 2019 proved that Sojern’s hyper-targeted programmatic ads, which were delivered during key decision-making moments to audiences with travel intent, resulted in increased bookings and conversions and reduced traveller acquisition cost.
By bringing new traffic to DCT Abu Dhabi’s marketing funnel through the use of advanced algorithms that identify new audiences, Sojern engages prospects based on specific travel intent signals, driving incremental bookings and increasing conversions with hyper-relevant customized messaging. Sojern also identifies potential customers who are not only evaluating Abu Dhabi as a destination, but who are also evaluating potential competing destinations. Based on this, ads are tailored to help the emirate stand out as a must-visit city.
“Sojern and Spark Foundry have helped us access the level of transparency and control we have always wanted. Now, by managing our digital marketing campaigns within our own DSP, coupled with Sojern’s rich dataset for audience targeting, it enables us to monitor campaign performance, daily ad spend and total return on our campaign investments with more ease. Our tailored solution allows us to respond even faster to the ever-changing dynamics of the travel market and keeps us at the forefront of that change,” said Saeed Rashed Al Saeed, Destination Marketing Director, Department of Culture and Tourism – Abu Dhabi.
Javier Bravo, Group Digital Director at Spark Foundry added, “This hybrid partnership showcases the benefits of advertisers, agencies and technology providers becoming more agile and adopting a test-and-learn approach that helps brands arrive at the best custom solutions. The client’s needs should form the basis of any and all technology solutions, and we have absolutely achieved that here. We have taken an entirely unique and customized approach for the Department of Culture and Tourism – Abu Dhabi, and we look forward to working with them to successfully drive tourism to the emirate well into the future.”
Chris Blaine, VP of EMEA at Sojern commented, “This innovative partnership is a great example of a forward-thinking Destination Marketing Organization embracing the ever-changing programmatic environment and collaborating to create a custom solution that successfully drives the best results for its brand. By working together in a flexible and transparent way, we are able to increase tourism to Abu Dhabi and create stronger and more meaningful relationships with the city’s customers. We are delighted to partner with DCT Abu Dhabi and Spark Foundry to encourage travelers to enjoy warm hospitality, family-friendly attractions, rich culture and impressive archaeological and historical sites in one of the safest and most modern cities in the world.”
