Challenge
Early 2019 witnessed effects of the weakening ringgit and the government’s introduction of a departure levy caused a slump in outbound tourism. This inadvertently turned Malaysians into couch travellers with millions of viewers watching Astro’s proprietary travel content.
Solution
Capitalising on captive audiences, we turned them into potential travellers, going beyond television and into the digital sphere. We launched the eTravelFair 2019 campaign by transforming the entire channel Ria, and Gempak website, into a travel marketplace with RM4 million worth of best travel deals worldwide for a whole week!
We boosted online visibility with robust amplification on tv and digital using travel programmes, cross promotion on live shows, eTravelFair shopping highlights, destination articles across astro’s digital sites and engaged audiences with Instagram ‘live interactive’ game shows.
Results
eTravelFair 2019 campaign reached 15.5 million tv viewers, attracting average views of 149,831 (66% above industry benchmark) and clocked in 78,208 sessions.