GIZ Palestine COVID ‘Yahzeen’ Campaign

Palestine ‘Yahzeen’ Campaign

COVID Tourism Response

Region: Palestine

Client:
Private Sector Development Programme of Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) on behalf of the German Federal Ministry for Economic Cooperation and Developent (BMZ)

Brief:
From the onset of the global COVID-19 pandemic, the newly established Palestine Tourism Recovery Taskforce aimed to increase the resilience of the Palestinian employment sector Our task was to design and implement destination marketing activities for Palestine focusing on social-media amplification targeting especially travellers in Dutch-, Spanish-, German- and English-speaking source markets of Palestinian inbound tourism.

Project:
Creation of a WideOyster Palestine mini-special with 3 inspirational travel stories from Palestine, based on previously created content. In total we created 4 landing pages in 4 languages (NL, EN, DE, ES) = 16 pages. Plus 3 campaigns on Instagram and Facebook.

Team:

Frits Meyst                      Storytelling, Photography & Art Direction
Marco Barneveld           Creative Director & Strategy
Damian Been                 Video editing
Javier Gonzalez              Storytelling & Publisher Spanish
Malte Clavin                   Publisher German
Annette Clavin               Translator German

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Strategy:

Use social amplification combined with stellar storytelling to get the highest ROI.
Create a special edition of WideOyster Magazine with in depth stories about Palestine. Amplify the stories on social media, targeted at the desired target group.
Funneling the ad clicks to the landing pages.

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Content:

3 longread feature stories
3 videos of 30 seconds
4 languages

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Amplification:

12 Social Media ads to targeted audiences in German, English, Spanish and Dutch
Mailing to 158.324 newsletter subscribers

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Results:

WideOyster Magazine (Dec 2020 – Jan 2021)
– Av. time in magazine: Campaign in Progress
– Emails sent: Campaign in Progress
– Unique reads of story: Campaign in Progress

Social Media
– Reach: Campaign in Progress
– Total clicks: Campaign in Progress
– Av. cost per click: Campaign in Progress

“Frits’ and Marco’s capacity to generate text, imagery and video from scratch, sets them apart from typical marketing and tourism promotion companies which usually rely on generic imagery, stock pictures and often even request content input for articles as well. Frits and Marco, together with WideOyster, are one-stop-shop for destination marketing and in that capacity pretty unique on the overall market.

PSDP would especially thank Marco and Frits for their constant willingness to share their insights and provide their professional input in the countless online meetings with the other experts and the GIZ team also beyond their scope of assignment. Their ability to think outside of the box – especially under time pressure, and in such an unprecedented situation as dealing with a pandemic shuttering travel and tourism worldwide – was a great support to other members of the team and made a significant contribution to the quality of the other’s work.”

Palestine ‘Yahzeen’ Campaign