Luxembourg for Tourism (LFT) continues to use its 2023 “Luxembourg. Live the moment.” campaign internationally in 2024. With a new agency on board this year, the destination campaign has a new advertising strategy with a much stronger focus on digital media and almost real-time adjustments. The initial results are positive, with over 16 million unique users in the defined target groups having been reached through a strategic combination of channels.
The total reach for the advertising content is 27 million impressions shared across the priority markets of Germany, France, Belgium, the Netherlands and Switzerland and the growth market of the United Kingdom.
An in-depth analysis of the results from the campaign in 2024 so far reveals the strong performance of the selected channels:
- The Meta campaign (Facebook and other platforms) achieved the highest reach – 1.95 million users.
- Google Ads encouraged the most clicks, with an impressive click-through rate (CTR) of 15.67%. This may be the most expensive channel overall, but it has proved to be highly efficient and achieve the lowest cost per click (CPC).
- Meta and rich media deserve a special mention for their excellent engagement rates (capturing the total number of all comments, likes and shares). It is also worth noting that rich media achieved a decent CTR of 3.61%.
- Social display with Nova has been another important channel in the media mix, proving to be most effective in Germany with an above-average CTR of 2.81% (against the benchmark of 1%).
- After analysing the campaign themes, clear preferences have been identified across the different channels and markets. When it came to search engine advertising (SEA), the Urban and Hiking themes topped the list. Over on social media, however, Culinary was the hottest topic for the target group followed by Urban and Hiking. These results show that the relevance of the themes is heavily dependent on the channel and market.
