Reaching The Right Audience With A Personalised Creative Plan For Visit Malta

The brief

Visit Malta needed to stand out from competitors in order to maintain their market share. However, simply increasing investment was not enough to retain this because of the cluttered market and creatives across competitors largely looking the same.

We identified the need for the creative to stand out for a memorable campaign that would also encourage users to engage.

WHAT WE DID

Visit Malta previously used a blanket message for all their audience comms to achieve broad reach instead of the right reach. Our team built out a creative plan that spoke to their individual audiences through personalisation and relevancy.

In doing so, this gave us the opportunity to highlight Visit Malta’s core USPs that resonated with each audience, but also helped us to stand out from the competition by delivering personalised comms. By becoming memorable, this gave users more reasons to find out more.

How we created the audience profiles

We analysed YouGov profiles to understand where we can achieve the most impact across key audience groups. Using the same data, we also identified growth opportunities to include and exclude specific audience segments.

How our experts built the creative

We built out creative executions for each audience group that highlighted the wonderful things to do in Malta. And with limited access to new creative assets, our team planned to use Visit Malta’s existing footage to build new video iterations for each audience.

For creative banners, we used SeenThis to integrate videos into high-impact banner formats. This both reached new prospects and re-engaged with those who were previously exposed to the videos or had visited the website – making an impact through memorability.

This resulted in:

• 3 audiences
• 6 core messages
• 18 video edits
• 2 winning edits per audience