Greek National Tourism Organization (GNTO)

Reaching millions of travelers around the world

How We Did It

Accurate targeting

Maximizing our exclusive first-party travel data and programmatic ad platform

Elevated user experience

Leveraging a mix of thoroughly selected premium ad formats

Smart placements

Enabled GNTO to over-deliver on the original media plan by 193%

Background

Finding global travelers

In the summer of 2021, the Greek National Tourism Organization (GNTO) was looking for ways to promote Greece as a modern and safe destination for travelers re-emerging following the Covid-19 pandemic. With our exclusive first-party travel audiences, and programmatic ad platform, Yahoo provided a first-class ticket to travelers all over the world.

Solutions

Creating highly-relevant audiences

Our digital campaign ran from August to November in 11 countries. GNTO’s content centered around the motto “All You Want is Greece”, with themes that touched on areas of Greek life such as culture and food. These assets were used in premium, immersive formats such as Native, Brand Stories and Augmented Reality (AR) across high-traffic sites including Apple News, Yahoo News, The Guardian and more. We created 16 highly-relevant audience groups using first-party, opted-in data collected from thousands of travel-related email purchase receipts. We then calculated the right time and device to reach each group to boost campaign performance and amplify GNTO’s message.

Results

A worldwide success

The campaign reached more than 50 million users in 11 different countries and surpassed all estimated KPIs, original goals and international benchmarks. Over 50M unique users were reached, over-delivering on the original media plan by +193%. The campaign received 3 Golds and 1 Platinum in the 2022 Tourism Awards.