How do you demonstrate to a target group with a strong awareness of environmental protection what a “climate-neutral tourism area” has to offer in terms of sustainability and leisure activities? We found out.

In an two-phased approached insights were built via creating a theme environment that reported on travel recommendations in Abu Dhabi on the one hand and sunny travel destinations in general on the other. Readers were then targeted with brand content.

Using an editorial topic environment we filtered the relevant target group correctly and informing them about the risks of cardiovascular diseases because of type 2 diabetes. Above-average dwell time of the readers demonstrated success.