Visit Orlando | Case Study

The challenge

The UK travel market had seen a rocky return for passengers across the summer of 2022 due to staff shortages, longer wait times (3 hours+) and passport backlogs meaning consumer sentiment towards travel was at the lowest despite pent up demand.

The challenge was to relaunch the brand into the UK market after a 6-month hiatus of high-level spending, with the overarching goal to raise top of mind awareness by 1% by 2023.

The strategy
Scale, Story, Advocacy

Scale​

Evolving AV strategy to increase visibility​ – 60″ Hero Spots and large scale OOH to maximise reach. We needed to increase impression share on SEM to signpost traffic and improve website engagement.​

Story​

Increased social activity across multiple creative iterations to build story and context​. Frequency building through dwell time sites and longer activity with transport, in addition to longer AV activity – 3 months core activity.

Advocacy

Increased influencer footprint through paid partnerships and standout pieces to prompt talkability of the campaign.

The results…

Scale​

New visitors to site increased by +163% on day 1 of the campaign. Initial launch spot reached 29% of housewives with children.

Story​

60” creative is the strongest performing asset across ITV – our highest indexing broadcaster for our audience. Impressions delivered on SEM +181% versus target.

Advocacy

Youtube CTR increased by 1,300% versus forecast. Social CTR +29% across first 3 weeks of the campaign.

Check out our online and offline services, or contact the team today to find out how we can combine TV and data science expertise to get the most out of your advertising budget.

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