Central Asia Campaign

‘The Last Frontier’

Region: Kazakhstan, Kyrgyzstan, Turkmenistan, Uzbekistan, Tajikistan

Client:
USAID Competitiveness, Trade, and Jobs Project in Central Asia, implemented by DAI

Brief:
Stakeholders in Central Asian Tourism share a personal message: They want to show adventure- and travel-hungry people their beloved country. In a very personal address (video in selfie-style), they express a rousing pre-scripted invitation, which leads to 5 landing pages with inspirational travel stories and a call to action.

Project:
Under our expert guidance, the 10 stakeholders filmed a semi-scripted 30 second scripted message. In total we created 10 x 4 languages (NL, EN, DE, ES) = 40 videos. Plus two campaigns on Instagram and Facebook.

Team:
Marco Barneveld           Creative Director, strategy & copywriting
Frits Meyst                      Photography & Art Direction
Josiah Holwick                Video editing
Silvia Pisce                      Production
Dirk Wijnand de Jong    Kyrgyzstan Story
Nicole Smoot                  Tajikistan Story
Mikel Ibarrola                 Kazakhstan Story
Joost Smets                     Turkmenistan Story
Sebastiaan Bedaux       Uzbekistan Story  
Javier Gonzalez              Translator & Publisher Spanish
Malte Clavin                   Translator & Publisher German

Strategy:

Use social amplification combined with stellar storytelling to get the highest ROI.
Create enticing video messages by stakeholders. Create landing pages in a WideOyster Magazine Central Asia Special edition full of inspirational stories. Embed the videos in these stories including CTA.  Amplify the videos on social media, targeted the desired target group.
Direct the ad clicks to the landing page.

Content:

  • 5 longread feature stories + Editorial

  • 10 videos of 30 seconds

  • 4 languages

Amplification:

  • 40 Social Media ads to targeted audiences in German, English, Spanish and Dutch
  • Mailing to 152.715 newsletter subscribers

Results:

WideOyster Magazine (Jan 2021 – Feb 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

“WideOyster team’s combination of marketing skill, content creation and dynamic web-design was paramount in developing interesting travel content that will successfully influence the target audience’s online booking behavior and will lead to an excellent visitor-experience for readers. CTJ looks forward to many other opportunities to work together with WideOyster in the future.”

Gulmira Myrzakmat

Kyrgyzstan Country Director
USAID Competitiveness, Trade, and Jobs Activity in Central Asia (CTJ)

Stakeholder testimonials

Publications

Publication:  WideOyster Magazine

Destination: Central Asia

Reach:          Campaign in Progress

Gallery Page

Blog Page

Publication:  WideOyster Magazine

Destination: Kyrgyzstan

Reach:          Campaign in Progress

Publication:  Newsweek (USA)

Destination: Wadi Rum, Jordan

Reach:          6.8mln unique views

Publication:  WideOyster Magazine

Destination: Kazakhstan

Reach:          Campaign in Progress

Gallery Page

Blog Page

Publication:  WideOyster Magazine

Destination: Tajikistan

Reach:          Campaign in Progress

Publication:  Newsweek (USA)

Destination: Wadi Rum, Jordan

Reach:          6.8mln unique views

Publication:  WideOyster Magazine

Destination: Uzbekistan

Reach:          Campaign in Progress

Gallery Page

Blog Page

Publication:  WideOyster Magazine

Destination: Turkmenistan

Reach:          Campaign in Progress

Publication:  Newsweek (USA)

Destination: Wadi Rum, Jordan

Reach:          6.8mln unique views

Publication:  National Geographic Traveler Print

Destination: Kyrgyzstan

Reach:          80.000 readers

Gallery Page

Blog Page

Publication:  National Geographic Traveler Online

Destination: Kyrgyzstan

Reach:          245.000 reads

Publication:  Newsweek (USA)

Destination: Wadi Rum, Jordan

Reach:          6.8mln unique views