The digital campaign for the travel agency FRANGA transformed the perception of Bulgarian tourism in Poland, transcending the boundaries of mass all-inclusive tourism through a precise mix of social media and programmatic advertising.
Brand
Tourist agency FRANGA
Year
2025
Sector
Tourist services and destination management
Market
B2C (Poland)
Media results
100000+
Direct interactions
Achieved quality traffic to the client's website
Media results
4.62%
Record click-through rate for cultural destinations
Realized conversions for the campaign period
The task
How to take Bulgarian tourism beyond the sea-beach cliché and attract a quality audience from Poland?
The main challenge for FRANGA was to establish destinations from Northeastern Bulgaria that remain in the shadow of the major resorts. Our goal was to attract the Polish tourist to authentic experiences – history, archaeology, and ecotourism, positioning Varna and the region as a destination for year-round cultural exchange.
How to segment a market of 38 million people to discover the truly loyal traveler?
Instead of mass advertising, we had to identify users with a high affinity for travel (Travel Affinity) and an emotional connection to Bulgaria. The challenge was to turn little-known sites like the Ovech fortress and Provadia-Solnitsata into desired stops for the modern European tourist.
The solution
How to structure media planning to guarantee presence in a premium environment?
We relied on synergy between Facebook Ads (for emotional engagement) and DV360 (Display & Video 360) for large-scale reach across the most authoritative Polish media outlets. We selected five key locations: Shkorpilovtsi, the Ovech fortress, Provadia-Solnitsata, Tsonevo Dam, and the village of Krivini, presenting them through high-quality visual formats.
Who is the “ideal” Polish tourist and where is he?
We focused on five strategic Polish voivodeships (Masovian, Silesian, Greater Poland, etc.), where interest in Bulgaria is historically the highest. Detailed targeting covered the 40+ audience, which has higher purchasing power and a sentiment toward the destination, combined with AI-based segmentation by interests in eco and cultural tourism.
How to turn content into a click magnet?
We implemented a series of static and video creatives that ‘tell’ the story of the locations. The ads were broadcast on the largest Polish portals such as onet.pl, wp.pl, and olx.pl, ensuring that the FRANGA brand stood alongside the most authoritative information sources in Poland.
The results
The campaign confirmed the enormous potential of specialized tourism niches:
- Demographic dominance: The data confirmed our hypothesis - 58.8% of the total interest came from the 45+ age group, with women (54%) being the more active party in travel planning.
- Record achievements by sites:
Solnitsata and Ovech: Achieved exceptional success in the Display network with a CTR of 4.62% and 4.37%, respectively. These values are nearly ten times the industry average for display advertising, which is definitive proof of surgical precision in targeting and the strong visual impact of the creatives. - Shkorpilovtsi: Generated over 1.7 million impressions, becoming the most recognizable visual element of the campaign.
- Channel efficiency: The programmatic environment (DV360) provided access to 'premium' readers, while Facebook generated the massive volume of 100,000+ interactions.
The services
- Development of a digital strategy for entering a foreign market.
- Media planning and buying on the international market
- Programmatic advertising in premium Polish inventory (DV360).
- Targeting & Audience Segmentation based on geographic and demographic principles.
- Creative strategy and ads formats design.
- Copywriting in a foreign language (adapting messages for the Polish market).
The team
Account management & digital advertising: Natalia Kirilova
Copywriting: Yana Logofetova
Design: Aleksandra Dimitrova
Видео: Kristian Georgiev