The Case of Disneyland Paris
The objective of Disneyland Paris was to promote their holiday package and obtain enquiries only from UAE locals keeping in view the factor that UAE passport holders have the benefit of travelling visa-free across Europe. Etisalat Information Services helped Disneyland Paris generate pertinent leads by executing a closely monitored lead generation campaign.
Challenges
The objective of Disneyland Paris was to promote their holiday package and obtain enquiries only from UAE locals. There was no scope of modification in content, artwork and enquiry form. The language was limited to Arabic to target the local Emirati population. As the campaign exclusively targeted the Emirati people, the enquiries coming solely from the locals were deemed qualified. Hence, it demanded consistent monitoring to mitigate the risk of getting unqualified enquiries. Executing a campaign solely in Arabic posed some inhibitions like low search volume, slow progress on generating enquiries, ad visibility limited only to Arabic audiences and very minimal scope of customization.
Solution
After analysis, Etisalat Information Services prescribed Google Search, Google Display Network and Facebook as the most suitable platforms for generating enquiries through well-defined demographics and integrating optimized keywords to drive traffic. We deployed a landing page by integrating analytics and call tracking to monitor traffic and leads and provide weekly feedback. Later, we recommended expanding the target audience to Bahrani and Saudi citizens who are residents or visiting Dubai during the expo to get more enquiries as they enjoy visa-free travel to Europe, similar to the UAE citizens. As we observed a drop in Arabic keywords, we deployed landing pages in Arabic and English and incorporated English keywords to boost enquiries via our target audiences.
The outcome achieved by EIS
- The Google search campaign for Disneyland Paris generated a CTR of 15.49% and the GDN campaign generated a CTR of 1.55%, massively surpassing the industry benchmarks of 5.45% and 1.55% respectively.
- We helped Disneyland Paris accomplish a conversion rate of 2.89% via the Google Search Campaign and 0.11% via the GDN campaign.
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