Tourism Brand

Uplift in aided brand awareness against NCA travel content

25%

ScrollX MedRec Roadblock CTR

114% UPLIFT

Against Intent Connect audience targeting figures

20%

Uplift in consideration from video against NCA travel content

Total average CTR for SOS

46.4% UPLIFT

*Campaign Analytics - Intent Connect; GAM, March 2024. |. *Kantar, January 2024

The Challenge

In late 2023 and early 2024, a Tourism brand wanted to run a campaign focused on building awareness and establishing itself as a premier adventure travel choice for high income earners.

The Insight

With its audience data intelligence platform, Intent Connect, News Corp Australia could effectively reach hard to find target intenders at scale across relevant and premium contexts, and take them all the way through the purchase funnel with advanced targeting.

Strategy & Solutions

Using Vudoo’s innovative Interactive Video technology, branded articles and double page spreads, News Corp Australia built a comprehensive campaign to position the travel brand as a market leader, successfully pushing the brand towards its objectives.

Leveraging Intent Connect’s Self Optimising Segments, in combination with targeting Travellers and Travel Intenders, News Corp Australia employed advanced targeting capabilities and measured the full impact of the campaign by running a Kantar uplit study.

Results

The campaign achieved significant uplift across the full brand funnel.

The Self optimising segment drove a:

114% increase in ScrollX MedRec Roadblack click through rates on mobile compared with Intent Connect’s audience targeting segments
41% increase in TruSkins MedRec Roadblock click through rates compared with Intent Connect’s audience targeting segments
20% increase in Adaptive Video Streaming MedRec Roadblock click through rates on mobile compared with Intent Connect’s audience targeting segments
10% increase in Adaptive Video Streaming Billboard Halfpage Roadblock
Achieving a total average CTR increase of 46.40%.

Brand Awareness

The campaign saw an uplift of 25% in aided brand awareness compared with other News Corp Australia travel content, with premium branded article activity driving 17% in particular.

Brand Favourability

News Corp Australia drove an increase of 10% in brand favourability through its activities compared with other News Corp Australia travel content.

Purchase Consideration

Purchase consideration also saw a 9% uplift compared with other News Corp Australia travel content. Specifically, the interactive video component of the campaign drove a 20% increase in purchase consideration, underlining its contribution to the significant results.

Case Study