20 cities, 20 filmmakers, 440 brilliant videos.
Holiday Inn collaborated with Genero to produce a series of destination guide videos for their new travel platform for families, littlebigtravellers.com. The objective was to showcase each destination from a different lens, capturing off-the-beaten path locations and local hidden finds that appeal to millennial families.
The brand ran multiple briefs for the production of beautiful, local videos covering 20 different cities - Bali, Bangkok, Phuket, Pattaya, Singapore, Chennai, Jaipur, New Delhi, Mumbai, Osaka, Maldives, Dubai, Jeddah, Abu Dhabi, Oman, Melbourne, Sydney, Perth, Cairns and Cairo.
Holiday Inn tapped into the Genero community to source an overall campaign idea and appointed an Executive Director to ensure consistency. They commissioned local filmmakers to create the content in each market, which ensured a deep understanding of each location and culture.
In total, 20 x 3 minute videos have been produced, as well as 420 x cut-down and optimised assets for each digital platform (Facebook, Instagram, YouTube, Google Ads).
- 30M+ Video Views in Singapore, Australia and UAE
- Average Video View Rate 45% (industry benchmark 20%)
- Average Relevance Score - 8 (out of 10) throughout the duration of the campaign
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