Goals and objectives
2022 is DAT's 10-year anniversary for flights to the Danish sunshine isle, Bornholm, and therefore branding the destination of Bornholm was a primary focus.
Brand- and qualified awareness of DAT as an option for domestic travel home for Christmas was the goal last year, when DAT first tried our gamified Christmas Calendar, but we quickly realized, that there was a huge potential in the performance KPIs as well. Therefore, we added an increase in registrations and clicks to the DAT landing page as a secondary focal point this year.
It is always interesting to see how a gamification element performs in a branding format, where the users are used to seeing an article.
This year we chose to dedicate that spot to our Advent Calendar partnering with DAT.
Our native premium articles on Ekstra Bladet usually gather approx. 12,500 page views pr. week, and therefore the prediction on the Christmas Calendar's performance was conservatively set to 50.000 page views throughout the campaign.