Attracting visitors to the Land of Beauty
How destination campaign supported by Kiwi.com inspires North American travelers to visit Milan and Lombardy
After the successful post-pandemic travel rebound, more and more tourism boards are putting focus on attracting those looking for new destinations now they are excited about traveling again. One of the ways to grow awareness among potential visitors is to cooperate with a travel-tech company such as Kiwi.com to reach their existing customer base of keen travelers ready for new adventures.
SEA Milan Airports and Milan Municipality, Lombardy Region, SACBO and ENIT – The National Italian Tourism Agency – have embraced the idea and partnered with Kiwi.com to boost passenger traffic from North America. A three-month digital campaign, “Land in Beauty,” aims to increase awareness of Milan and Lombardy as a destination for incoming tourism from the United States and Canada.
The goal is to inspire
The main goal of the destination campaign “Land in Beauty” is to reach and inspire travelers coming from the United States and Canada to explore Milan and Lombardy. The campaign shares insight into the Lombardy region and the possibilities the Italian area offers – inspiring to explore the vibrant city of Milan and other historical towns in the region, their nature, and their culture.
In return, partners take advantage of the great visibility ensured by Kiwi.com channels, online travel industry expertise, and high-quality materials created by the marketing team. Partners also benefit from the data owned by Kiwi.com, such as searches to a specific destination. This data lets everyone know how to set up the campaign properly, with the right target, and accurately measure results.
Activating digital campaign
Once the destination campaign goals were defined, the partner briefed Kiwi.com on targets and provided guidelines to be used when creating the communication materials. Regional airports and local tourist boards provided Kiwi.com with visuals and documentation that the authors used when writing the impactful article.
As a result, Kiwi.com created a complete marketing package offering the most suitable communication channels to support the reach of the given goals. Kiwi.com featured an article in a travel magazine that reaches 130,000 travel enthusiasts monthly focused on Milan’s vibrant energy and the stunning sights around Lombardy and created sponsored posts on social media, email campaigns, and banners – all tailored to inspire American and Canadian travelers. Copywriting and designs were based on the campaign goals after what the campaign was set up, following the analysis and forecasts to ensure the best possible reach and visibility.
North American travels are ready to be inspired
Marco Magnasciutti, Senior Key Account Manager at Kiwi.com said, “We are very pleased that airports in the region together with Italian Government Tourist Board and tourism boards of Lombardy and Milan have chosen Kiwi.com as a platform from which to inspire travelers. Thanks to our vast customers’ database, we can inspire American and Canadian tourists to visit the destination and, moreover, find a range of routes and affordable options to reach this beautiful destination.”
Vittorino Capobianco, Head of Destination Management at SEA Milan Airports added, “This summer season campaign represents a successful cooperation between aviation, travel providers, and Milan/Lombardy destinations. We believe Kiwi.com is the right choice for us with the goal to inspire travelers, considering the great customer base and experience the company has with complex marketing campaigns.”
Wonder if your destination can be promoted through Kiwi.com digital channels? Reach out to our Business Development team via the form below and find the best way to set up your destination marketing campaign.