The strategy was built around a multi-channel digital campaign. Our first step was to conduct detailed search query analysis to identify high-intent keywords, capturing the interest of both local and expatriate markets, together with audiences planning upcoming trips. These findings underpinned our extended geo-targeting initiatives. We complemented this with structured A/B testing of Facebook ad creatives and messaging, enabling us to identify which variations resonated best for different occasions. Central to this process was understanding how Primal’s methodology shapes content development, ensuring that landing pages and Google My Business content were both optimised and consistently compelling.
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