We offered the target audience a unique opportunity to actually hit the trail to a dream-place. We created a world's first digital contest, a promo-site, where people could choose preferable direction and win a sponsored exotic vacation.

To build awareness, we used banner ads and teaser networks, promoted posts in Facebook and VK, along with search engine advertising, which drove traffic to the promo-site.

Besides that, we were the first ones to employ the innovative practice of #hashtag use in Facebook as teaser for contest announcement.

Total campaign reach: 2,766,785 people

Total unique promo site visitors: 55,396

Total contest participants: 5,744 (14.8% above KPI)

Conversion rate unique visitors to participants: 10.3% - two times the market average of 5%

During the campaign period, the total post level reach boosted by 167% in Facebook and by 303% in Vkontakte compared to the same period before the campaign.