KEY RESULTS
20M+
Reach
125%
Increase in View-Through Rate vs. industry benchmarks
>60%
Share of Voice in GCC and UK
The Objective
Showcasing Abu Dhabi as a premier summer destination
For their summer campaign, DCT turned to TikTok to show how summertime was a fantastic time to visit Abu Dhabi. DCT aimed to target travel enthusiasts across Gulf countries and the UK, and generate awareness and excitement around the emirate’s many tourist destinations.
The Solution
Partnering with TikTok creators for an interactive travel video series
DCT collaborated with the creator Vlada, better known by her TikTok handle @notyourlocalhabibi, who is known for her comedic and relatable videos. To show just how Abu Dhabi is the perfect destination for travelers of all ages, Vlada was paired with the “coolest Grandma" who gamely participated in travel activities (including “burning rubber" behind the wheel at the Formula One race track!).
The last destination was the Al Ain Palace to celebrate Eid! Wearing beautiful abaya dresses, the ladies explored the majestic halls and pathways of the luxurious 4-star hotel. They also handed eidiya to children (gifts traditionally handed by older relatives to children during Eid) and enjoyed some authentic Emirati food.
Celebrating a religious holiday while immersing in the local culture was the perfect way to end the fun TikTok video series. To amplify reach, DCT leveraged Spark Ads to boost the creator videos targeted towards users who were interested in travel.
The Results
Achieving significant milestones at an efficient cost
Compared to industry benchmarks, the campaign had a 125% increase in view-through rate, with many of the viewers engaging with the videos and leaving comments. From a cost efficiency standpoint, DCT also saw a 75% decrease in cost-per-view, proving that creator-led content was effective in maximizing advertising budget.
Are you in the travel industry and planning your next travel marketing activation? Partnering with TikTok creators is one of the most effective ways of engaging travel enthusiasts. Visit TikTok Creator Marketplace and start discovering creators for your next campaign.