- Client: Armenian Territorial Development Fund within the Ministry of Economy of Armenia
- Partners: Grant Thornton, Azira, and Tripscout
- Project Duration: May - December 2024
Project Overview
The Local Economy and Infrastructure Development (LEID) Project aimed to strengthen infrastructure and institutional capacities to enhance tourism’s role in Armenia’s local economies across nine regions (marzes). The project focused on improving public infrastructure, encouraging private investment, and supporting small and micro enterprises near renovated cultural heritage sites. These efforts successfully increased tourism spending, created jobs, and improved tourism management capacities.
As part of this initiative, Solimar International led a Tourism Marketing Campaign to promote Armenia as a top global destination throughout 2024. The campaign targeted key international markets—France, Germany, the USA, and the UAE—leveraging insights from recent tourism research conducted by the Tourism Committee of the Republic of Armenia.
Project Activities
The marketing campaign utilized a data-driven digital strategy to highlight Armenia’s cultural heritage, natural landscapes, and outdoor experiences. Key activities included:
- Targeted Digital Advertising: Engaged experience seekers, curious explorers, and nature lovers through social media, travel websites, and multimedia content platforms.
- Key Performance Achievements:
- Increased Awareness: Boosted Armenia’s tourism website traffic by 30% within six months.
- Enhanced Engagement: Improved click-through rates and social media interactions in target markets.
- Generated Leads: Grew newsletter sign-ups by 25% for exclusive travel content.
- Strengthened Partnerships: Collaborated with media and tourism stakeholders for content co-creation and cross-promotion.
- Creative Content & Collaborations:
- Produced immersive digital content, including pre-roll videos, social media stories, and interactive ads.
- Partnered with one international (German) and one Armenian content creator to craft compelling visual narratives.
- Provided the Armenia Tourism Committee with campaign content for future promotional efforts.
Through strategic advertising, engaging storytelling, and industry partnerships, the campaign successfully positioned Armenia as a must-visit destination while creating lasting benefits for the country’s tourism sector.
Project Results
- 34.4M impressions across digital and social media platforms.
- 302,300 engagements through various channels.
- 3,676 unique visitors to Armenia who were served an ad and subsequently visited the country.
Digital Campaign Performance:
- 30.8M total impressions showcasing Armenia’s brand.
- 300K clicks driving traffic to the tourism website.
- 0.97% click-through rate (CTR) and 3.88% engagement rate across platforms.
Social Media Impact:
- 3.6M impressions through social media channels.
- 9.5% increase in Instagram followers (@armenia.travel).
- 2.3K saves and shares, showing strong audience interest.
- 60.9K minutes of total watch time, translating to a 4.7X ROI in engagement value.
