This project with the Abu Dhabi Tourism let us think a bit creatively. Rather than shooting regular old host-led videos, this time we took the approach of creating a bunch of shorter clips focusing on singular experiences – kayaking in a mangrove marsh, going horeseback riding, wandering through a public market – and allowing the users to weave those clips into custom videos themselves. This approach gave people the chance to create their own little “greatest hits” videos, which could be shared as completed videos. The idea was a smash, reaching over 19m users and resulting in a 67% VCR on all video content. As of the end of 2019, the Abu Dhabi Adventure Builder was Lonely Planet’s most popular commercial microsite to date. With this build, we went on to create similar campaigns for tourism boards like Nashville’s Visit Music City and Pure Michigan. We’ve shot clips allowing users to experience everything from camel rides across the Empty Quarter to bar-hopping in Nashville honky-tonks, pricing out jewelry in boutiques to racing around a track in a Formula One car.
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