PUBLIC RELATIONS, EXPERIMENTAL, LAUNCH
Brand USA were looking to inspire travel to the USA working with specific destination partners, driving sales through key tour operator & airline partners. The first two phases of the campaign were in the UK with the third also including Germany and France.
Over three phases from February 2018 to December 2019, content-rich lightboxes were served to consumers with the objective to inspire travel and drive sales through key tour operator & airline partners who acted as the call to action with click throughs to relevant itineraries or flights. In return they provided contra marketing to promote the destination partners, match funding Brand USA & DMO partners’ investments.
Throughout the campaign period there was a clear system of tracking sales to the USA through the tour operator partners. Audience data was captured from the campaign enabling customer profiling, analysis, retargeting and look-a-like profiling.
The campaign exceeded all targets and KPIs including impressions, reach, content interaction rates, dwell times and click throughs to the Tour Operator sites
Phase 1 – 6 USA partner destinations and 8 UK tour operators led to an 21% increase in passengers and 24% increase in room nights for partners
Phase 2 – 4 USA partner destinations and 5 UK tour operators led to an 88% increase in passengers and 95% increase in room nights for partners
Phase 3 – 14 USA partner destinations and 12 tour operators across European markets led to 325,235 attributable room nights (Adara impact data). This represented 54% of total bookings from the UK, 58% of total bookings from Germany and 51% of bookings from France to the USA for the campaign period.