How LinkedIn Helped Boost Abu Dhabi’s Appeal to Business Travellers

A recent campaign by the Department of Culture and Tourism – Abu Dhabi (DCT) shows how LinkedIn can be a powerful platform for reaching and engaging specific audiences. Aiming to inspire business travellers to extend their stay and explore the city’s rich cultural and leisure offerings, DCT used LinkedIn’s Audience Insights to better understand and segment its audience.

By identifying key groups such as senior executives, career changers, and travel influencers, DCT was able to deliver personalized video content that resonated deeply with viewers.

Continuous A/B testing and precision targeting led to impressive results:

• 45% increase in company page visits (month on month)

• Engagement rate 22% higher than LinkedIn’s travel and tourism industry benchmark

• Video completion rate 47% higher than the industry benchmark

• View-through rate 47% higher than the industry benchmark

• Click-through rate 56% higher than the industry benchmark

The campaign not only boosted awareness and engagement but also provided valuable audience insights that will guide future initiatives. This case highlights LinkedIn’s unique ability to drive measurable impact through targeted, professional audience engagement.