Branding
AlUla Destination Campaign (Saudi Tourism)
Drove multi-market engagement by aligning creative to landing experience and keeping partner CTR/VTR on target.
Year :
2024
Industry :
Tourism
Client :
RCU
Project Duration :
8 months
Background
Like most destination websites during awareness-led campaigns, the microsite successfully attracted high volumes of traffic. The objective of this project was to ensure that these visits translated into meaningful engagement, helping guide users from initial awareness into deeper consideration, while preserving the campaign’s strong brand narrative.
Destination websites are often designed with a strong storytelling focus, creating immersive journeys that highlight cultural and brand identity. In this case, commercial elements such as hotel offers and travel trade partner modules were positioned later in the flow. While this structure supported narrative depth, it created an opportunity to optimise visibility for consideration pathways earlier in the journey.
At the same time, there was scope to strengthen the connection between campaign creatives and the landing page experience. Ensuring that ad messaging aligned more directly with on-site content would help reinforce user intent and improve interaction.
Solution :
Identifying opportunities
Behavioural analysis highlighted points where users were not progressing smoothly through the microsite. These insights informed where adjustments would deliver the greatest benefit.
Prioritisation with ICE
Potential improvements were evaluated using the ICE framework (Impact, Confidence, Ease), ensuring that the highest-value changes were addressed first. This helped establish quick wins while building a roadmap for longer-term optimisation.
Creative-to-Journey Alignment
Campaign creatives were systematically mapped to relevant on-site experiences, creating consistency between the ad message and landing content. This alignment supported user intent and improved relevance.
Balancing Story and Commercial Objectives
Commercial modules, particularly travel trade partner content, were surfaced with greater visibility across the journey. Tactical KPIs such as CTR and VTR were applied to measure effectiveness and guide further optimisation.
Conclusion:
The project illustrates how destination websites can evolve from purely awareness-led experiences into journeys that also support consideration and conversion. By applying structured prioritisation, reinforcing the connection between creative and content, and elevating the visibility of commercial pathways, the microsite was able to deliver stronger engagement while maintaining its storytelling focus.
Results:
The optimisation process produced measurable improvements in user interaction. Scroll depth increased by more than 30%, while engagement across key modules rose by 25%. Alignment between ad creatives and landing experiences led to stronger interaction with hotel and travel content. Travel trade partner modules also achieved higher click-through and video-through rates, reinforcing their role as an important conversion driver within the campaign journey.
Black Geometric Prisms
A collection of sharp, angular black prisms floating against a gradient dark background, showcasing a modern and sophisticated approach to digital 3D geometric composition.
Year :
2025
Industry :
Tech
Client :
Studio Prism
Project Duration :
4 weeks
Problem :
Content
Solution :
Content
Challenge :
Content
Summary :
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Black Geometric Prisms
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