Brand Bluesun Hotels & Resorts
Industry Travel
Geography Croatia
Tools Google Ads, Google Ads Editor

Objective

Bluesun Hotels & Resorts, headquartered in Zagreb, is a Croatian tourism brand managed by Sunce hoteli d.d. that operates 13 beachfront hotels and holiday villages across prime coastal locations. Despite Bluesun already maintaining a strong presence in the lower funnel, the company’s primary goal was to scale this success even further in Croatia’s competitive travel market by expanding into mid-funnel. 

 

The brand faced several challenges:

  • Over-reliance on lower-funnel tactics, missing potential guests in the early inspiration and planning phase.
  • The difficulty of effectively showcasing the resorts’ premium “visual equity” and aesthetic beauty through standard ad formats.
  • High competition and rising seasonal costs threatening ROI and the ability to proactively generate new demand.

Solution

Building on initial insights from the pilot phases, Bluesun Hotels & Resorts collaborated with Admixer Media to transform pilot learnings into a comprehensive Google Demand Gen rollout. This partnership-driven approach created a high-performance strategy, ensuring the brand remains at the forefront of the competitive travel market.

 

The setup included:

  • Multimedia Integration: The campaign deployed high-impact 15-second videos and lifestyle imagery across YouTube (In-stream and Shorts), Gmail, and the Discover feed.
  • AI-Driven Optimization: Leveraged Google’s AI to analyze highest-performing placements in real-time, delivering the best-performing content to the most relevant audiences.
  • Proactive Demand Generation: Used behavioral insights to place Black Friday offers in front of high-intent users before they even began their search.

Results

The month-long Black Friday initiative successfully unlocked new traveler segments by proactively generating demand and amplifying brand influence across the digital ecosystem:

  • 53x direct ROAS with a €20.55 CPA
  • 137x ecosystem ROAS with a €7.36 CPA (platform comparable metric)
  • Nearly 3x uplift in platform-attributed conversions (Demand Gen assisted with massive amount of VTC that would otherwise be missed))

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