Case Study

 

Case Study – The Mullerthal Campaign
April – May 2018

 

Description

Regiotels partnered with Visit Luxembourg to increase awareness and drive more visitors to the Mullerthal region. The campaign focused its communication on Facebook, supported by content marketing on key blogs and in advertorials. The campaign landing pages were hosted on the Visit Luxembourg domain. The content was published in 4 languages: English, French, German and Dutch

Key Stats

  • 2,3m unique people reached in target area
  • 60k referrals to campaign landing pages
  • Highest Mullerthal Google Search Volume in 5 Years

Process

Together with the marketing team of Visit Luxembourg, a robust campaign plan was developed and objectives set. RegiÔtels together with a creative professional crafted the campaign message and design. The digital media plan was created by RegiÔtels and a media agency. Along the campaign period, weekly calls were held with all stakeholders to fine tune and optimize the performance of the campaign.

Key factors to success

A key success factor was the focus on serving the right message at the right time along the customer journey. This was done partly through a two layered approach in the Facebook campaign. The first step focused on awareness and reaching a larger audience through informative but targeted ads. The second layer re-targeted people who engaged with the campaign previously with a clear call-to-action. Another key success factor was the development of lookalike groups which were proven to be some of the highest engaging segment in the campaign. Finally, creating separate landing pages per campaign and advertisement allowed for a stronger engagement overall.

Feedbacks from a partner:

“Je voudrais remercier [RegiÔtels] pour la campagne aussi et pour votre engagement concernant la préparation des articles. De notre côté, le contenu a été très bien apperçu sur nos médias sociaux [...].On serait ravi d’avoir des autres possibilités de collaborer avec vous dans le futur.“

 

Examples of Facebook Ads for the campaign