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Travel Major Teams Up With Borderless Access to Revamp Its Holiday Spot

Business Problem

A travel and tourism major sought evaluation of its creative strategy and a comprehensive understanding into insights on animatics. The objective was to provide strategic guidance for refining and enhancing the creative framework and execution.

What & How We Did It

  • We recruited and engaged with our existing panel base, conducting 19 focus group discussions with male and female participants from the core target segments (high income affluent travelers).
  • Our discussions were qualitative in nature, each lasting 90 minutes, and were conducted in Arabic, English and Mandarin based on the respondents’ language preferences.
  • Our interviews were meant to gather contextual and sub-textual information on two animatics ads

Key Insights

  • Our ad creative testing showed clear inclinations of the audience towards an imagery that depicts unique and luxurious features, desert landscapes, cultural references and heritage monuments
  • We observed that the key message of elephant animatics was clear and compelling enough to encourage travel to the destination. However, there was ambiguity regarding the destination’s offerings, despite the strong message of the revival of lost heritage.
  • In the case of the father-daughter animatics, our findings indicated that they effectively portrayed a family destination, local cultures and heritage sites. However, the pacing felt rushed, leading to a disconnect with the audience.

Client Impact :

The travel company was able to uncover potential development cues with respect to animatics on what works and what doesn’t from an ad effectiveness standpoint, allowing the client insight into developing a more impactful and refined advertising strategy.

Market

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UK

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USA

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UAE

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KSA

China

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India

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