Digital Innovation in Global Tech Capital
In the 24 months following the launch and implementation of a coordinated, omnichannel marketing approach that is driven by real-time audience insights, we have seen:
CITY’S OWNED DIGITAL & SOCIAL MEDIA FOLLOWING:
3x Increase
BRAND AWARENESS INTERNATIONAL AUDIENCES:
28% Increase
CONSIDERATION DOMESTIC RESIDENTS AND BUSINESSES:
3.7x Increase
REPTRAK RANKING:
6 Spot Increase
After years of investing in improved infrastructure and superb public services, the City of Tel Aviv was still stuck with its old reputation, which did not reflect the innovative, dynamic place it has become. We worked with the city to better understand key stakeholders and to design and execute a digital strategy that would represent the city for the thriving metropolitan it has become.
Sowen conducted primary and secondary qualitative and quantitative research to more precisely identify and define differentiated value propositions for residents, tourists, and businesses in and around the city. We created real-time insight flows to monitor behavioral trends and preferences across key audiences, which helped identify competitive advantages and design an omnichannel approach to both on and offline messaging.
We brought together previously siloed organizations involved in the city’s marketing activities and created a single cohesive strategy that included display, mobile, email, out-of-home, social media, event, location, and influencer-led targeting channels. This was complemented by an event strategy, print media presence, and a complementary PR and communications strategy.