Ticket is one of the biggest travel agencies in Scandinavia with 70 stores in Sweden and Norway. To increase their sales to Dubai further, Related – on behalf of Dubai Tourism – developed and executed a creative campaign in cooperation with Ticket, combining virtual reality (VR) with sales training and marketing.
The campaign involved sales training and education of 330 sales staff members in 69 stores. By involving VR glasses, the sales team got to experience some of Dubai’s most popular sights first-hand. After the training seminars, a two-week in-store campaign was executed in 25 carefully selected store – 20 in Sweden, five in Norway. Here, consumers had the chance to experience Dubai in VR with the purpose of inspiring them to book a trip. Furthermore, as part of the campaign, Ticket made unique offers on Dubai travels and held a competition where a lucky person won a trip to Dubai. Also, Dubai in general was heavily promoted in all 70 Ticket stores.
To inform consumers about the discounted trips and the VR event, Ticket distributed digital newsletters to their database of 750,000 recipients. Furthermore, local print advertising as well as social media advertising was done in areas with the VR activity, reaching over half a million people in Norway and Sweden. A specific microsite on Ticket’s website was also developed as part of the campaign.
During the campaign period, Ticket’s total number of sold pax to Dubai increased with 20% compared to the same period in 2016. More than 100,000 consumers visited Ticket’s stores during the campaign, while 500,000 visited the website.