Success Stories

Abu Dhabi Culture and Tourism achieves over 400% increase in CTR with Dynamic Targeting

Client Overview

The Department of Culture and Tourism Abu Dhabi aimed to solidify Abu Dhabi as a must-visit destination for British and German travellers. Known for its rich cultural heritage and modern attractions, Abu Dhabi wanted to attract more tourists by leveraging precise targeting and dynamic creativity.


Exceeded benchmark CTR in the UK


Longer booked trips than usual


More spent on hotel stays

The Challenge

The challenge was to create a compelling campaign that would resonate with travellers from the UK and Germany, enticing them to choose Abu Dhabi as their next holiday destination.

The objectives included:

  • Dramatically increasing click-through rates (CTR)
  • Encouraging longer and more luxurious stays
  • Tailoring messaging to the specific motivations of British and German travellers

The Objectives

Abu Dhabi Culture and Tourism set out to:

  1. Boost CTR significantly above industry benchmarks
  2. Increase the duration and expenditure of booked trips
  3. Utilise dynamic audience targeting to create personalised and engaging ads

The Solution

To meet these objectives, we crafted a high-impact campaign using dynamic creative optimization and smarter audience targeting. Our approach included:

Smarter Audience Targeting

We created over 5,400 ad creatives using dynamic audience targeting, focusing on the key motivations for British and German travellers. This allowed us to deliver highly relevant ads that spoke directly to the desires and needs of our target audience.

Dynamic Creativity

By leveraging a real-time weather API, we highlighted the appealing weather in Abu Dhabi compared to the cooler climates in the targeted cities. This approach resonated strongly with travellers looking to escape to warmer destinations.

Personalised Messaging

We tailored our messaging to address the specific reasons why travellers from the UK and Germany would want to visit Abu Dhabi, ensuring each ad was engaging and relevant.

The Conclusion

The Department of Culture and Tourism Abu Dhabi’s campaign was a resounding success, achieving remarkable increases in CTR and traveller engagement. By leveraging dynamic targeting and personalised messaging, we significantly boosted the appeal of Abu Dhabi as a travel destination. This case study highlights the power of tailored, data-driven marketing strategies in achieving outstanding results. The success of this campaign serves as a testament to the impact of innovative and personalised advertising in the travel industry.