Achieving Success in Russian Tourism: A Guide to Launching a Remarkable Campaign

Special projects in advertising provide tourism brands with an exceptional chance to transcend conventional marketing practices and differentiate themselves from competitors in the travel industry. These projects encompass various interactive formats such as games, tests, quests, and more, offering an immersive and engaging way to present information. In this article, we will delve into how travel brands can leverage special projects to captivate the Russian market, drawing inspiration from the exemplary initiatives undertaken by Aviasales.

Crafting Effective Special Projects: Key Elements for Success

When it comes to special projects, their composition holds significant importance alongside creative concepts. In today’s digital landscape, users are constantly bombarded with a multitude of content pieces across social media and messaging platforms. Therefore, engaging in a special project should require minimal time investment. Here are the essential components to consider:

1. Concise and Captivating: Focus on a single key idea that is reflected in the project’s title. Avoid lengthy explanations and instead opt for a short, impactful description.
2. Clear Call to Action (CTA): Include a single CTA that guides users on what action to take, encouraging their participation.
3. Simplicity in Design: Employ a vibrant and uncomplicated design that catches the user’s attention and enhances their overall experience.
4. Intuitive Mechanics: Keep the project’s mechanics simple and easy to understand, allowing users to engage effortlessly.
5. Minimize Questions: Aim to minimize the number of questions presented to users, ensuring a smoother and more streamlined experience.
6. User Benefit: Provide a clear benefit to participants, such as learning something new, discovering their traveler persona, or offering prizes at the end of a game or quiz.

It is crucial to emphasize the importance of user benefit. Firstly, it serves as a motivator for users to explore the project in its entirety. Additionally, the perceived benefit enables the efficient promotion of the special project, maximizing its reach and impact.

When placing a special project on external platforms like Aviasales, it is vital to prioritize native design and captivating mechanics. Native integration entails abstaining from overtly showcasing or selling goods and services. Instead, the project’s content should provide inherent value to the user, be it educational, informative, or entertaining.

For instance, consider the project “Vacation in Russia.” It features a landing page that offers intriguing facts about various regions in Russia, including tourist hotspots, crowd levels, and average trip costs. By clicking the “Cool” button, users are directed to an article providing a more comprehensive exploration of the region and its captivating attractions.

Introducing “Non-rubber Beach,” an engaging simulator inspired by the popular game Tetris. The objective is delightfully simple: strategically arrange beachgoers in Sochi to earn a chance to win air tickets to one of Russia’s most sought-after beach destinations.

Embark on this immersive experience where your skills will be put to the test as you place characters on the virtual beach. Successfully arranging them will unlock the exciting opportunity to enter a draw for airfare to one of the country’s renowned beach resorts.

When designing special projects, two critical aspects should be prioritized: simple navigation and a clear sequence of actions. Each screen should correspond to a single action, ensuring a streamlined user experience. To achieve this, consider the following guidelines:

1. Minimal Text: Keep the main screen uncluttered by using minimal text. The project’s benefit should be evident from the title itself, allowing users to grasp its value at a glance.
2. Prominent Button Placement: Place the button prominently on the initial screen, ensuring its visibility. It’s preferable for the button to have a distinct appearance, resembling an actual button rather than a switch or mere text.

By adhering to these principles, you can enhance the user’s navigation experience and encourage their seamless progression through the special project.

Essential Guidelines for an Exceptional Special Project

To ensure the quality of a special project, there are three key rules to follow:

1. Clear and Concise Message: Focus on conveying a single, impactful message that resonates with the target audience.
2. Streamlined Content and Design: Avoid overwhelming users with excessive textual information and design elements. Keep the project visually appealing yet uncluttered.
3. Consistent Site Integration: Harmonize the project’s design with the style of the hosting site, creating a seamless and cohesive user experience.

QB Agency Travel, a renowned travel marketing agency, offers a comprehensive range of services for promoting travel brands in the Russian market. These services encompass market research, the development and implementation of effective marketing strategies, the creation of compelling creative concepts, as well as the execution of large-scale advertising campaigns both online and offline across Russia and the CIS countries.