Objectives
- Enhancing public awareness of Eilat’s winter vacation benefits.
- Increasing tourist traffic to Eilat during the winter season
- Incorporating continuous content for tourists, community members and small businesses
Campaign:
Eilatis Love 2 Host Package
The Strategy
A sales and image campaign aimed at promoting five weekends in the city for foreign and domestic tourists during the winter season. The weekends are characterized by their special content and combine accommodation packages with activities for a range of audiences.
“Children’s Stars Weekend”
‘’Stand Up Comedy Weekend’’
‘Chamber Music Weekend’
“Jazz Festival Weekend”
‘Eilat Street Theater Festival Weekend’
Advertising Strategy
An extensive four-month collaboration with Israel’s largest news site, YNET. The production of a series of filmed articles on a variety of hot topics, advertisements, promotions content, and developing a major campaign on Galgalatz radio station to strengthen the brand along with a digital campaign supporting the videos.
Target Audience
Generally focusing on two main target audiences, with slight adjustments for each weekend:
Families – Suitable for families with children seeking a fun vacation with family-friendly attractions and street performances.
Culture – Attracting an audience seeking quality cultural events during the chamber music and jazz weekends.
Different audiences with various interests and subjects are profiled (i.e. people who intend to stay at hotels and guesthouses, people who rent holiday apartments, people who like to travel / camp / listen to music, and more
Campaign Clip Examples
Analysis
In the winter, Eilat is expected to experience a decline in bookings from the private market. Several events are scheduled for the winter period, but these events are not enough to increase traffic and satisfy demand. Despite its seaside location, Eilat is still not considered as an attractive winter destination due to the perception that there are not many activities available, without water activities.
Establishing a Competitive Advantage
The abundance of free content enables tourists to experience the winter activities of Eilat and take advantage of the warm winter temperatures as opposed to colder ones.
Campaign Duration
Winter 12.08.18-20.03.19
The Challenge
An inability to quantify cost versus benefit when the sale is split among several commercial entities.
Results
Events and contents within the marketed weekends were fully booked. In contrast to the previous vacation experience, in which guests usually opted to stay inside the hotels for most of their vacation instead of exploring the city, the new experience of a themed weekend in Eilat with the participation of local businesses offered an entirely new and special experience. In addition, it was extremely effective as it altered perceptions regarding a winter vacation in Eilat and the assumption that there was nothing to do in the city.
