20 cities, 20 teams, 440 destination videos.

For its family travel platform, Holiday Inn wanted destination guides with real local depth, filmed across 20 cities from Bali to Cairo. Genero's local filmmakers delivered 440 films that drew 30 million+ views and doubled the industry benchmark for view rate.

For its new family travel platform, littlebigtravellers.com, Holiday Inn wanted destination guides with a difference: the off-the-beaten-path spots and hidden local finds that appeal to millennial families, filmed across 20 cities from Bali and Bangkok to Dubai, Cairns and Cairo.

Holiday Inn sourced the overall campaign idea through Genero, with an executive director appointed to keep every film consistent. Local filmmakers then created the content in each market, bringing a depth of local knowledge no visiting crew could match. The output: twenty 3-minute destination films, plus 420 cut-downs optimised for Facebook, Instagram, YouTube and Google Ads.

The films drew more than 30 million views across Singapore, Australia and the UAE, held a 45% average view rate against an industry benchmark of 20%, and scored an average relevance rating of 8 out of 10.