Batumi! – Refreshing everything.
Position Batumi as a premium travel destination for high-value audiences in Saudi Arabia and Israel, driving destination awareness and visitor growth through a culturally tailored digital campaign.
- Integrated digital destination marketing campaign
- Native Arabic and Hebrew creative localisation
- Precision audience targeting across international digital platforms
Solution
Recognising the demand for cooler summer escapes among travellers in Saudi Arabia and Israel, we positioned Batumi as a refreshing alternative where nature, culture and vibrant city life come together. The campaign was built around local travel motivations, ensuring every message resonated authentically with each audience.
Under the campaign platform "Refreshing Everything", we developed culturally adapted creative assets and multilingual messaging distributed across Meta, Google and other digital channels. Advanced audience targeting and continuous optimisation maximised relevance, engagement and campaign efficiency throughout both markets.
Results
The campaign significantly strengthened Batumi's visibility among travellers in Saudi Arabia and Israel, contributing to measurable tourism growth. Visitor arrivals from Saudi Arabia increased by 14%, while arrivals from Israel grew by 19% compared with the previous year.
“Successful destination marketing requires more than translation – it requires understanding the cultural motivations behind every travel decision. This campaign proved that locally relevant storytelling delivers measurable tourism growth.”
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