Situation
From towering, red Uluru bursting from the Red Centre to the sculpted sandstone of Kings Canyon, the Northern Territory’s varied landscapes naturally invite visitors to “Explore different.” Through our programmatic campaign, we sought to drive high volumes of traffic to Tourism Northern Territory’s website to ultimately encourage travelers from the U.S. and Canada to book a trip. We used an always-on approach to reach prospects whenever they were looking for trip inspiration.
Action
The most effective way to reach the Northern Territory’s audience was through impactful display, native prospecting and retargeting with advanced audience segmentation. Seeking a cost per engagement (CPE) of $7.48 and an
engagement rate (ER) of 0.10%, we precisely targeted in-market audiences, those showing travel intent to Australia or a competing destination, and those adventurous travelers seeking something different on their next vacation.
The Results
Our strategy paid off, resulting in a campaign CPE of $4.64 – $2.84 under our goal – and an ER that exceeded our goal by 0.04%. By employing precise audience segmentation and targeting, we were able to put Tourism NT’s message in front of highly qualified U.S. and Canadian audiences who were looking to travel or already planning a trip to Australia. The campaign saw particularly strong ER results for native (two times the goal) and retargeting (4.6 times the goal), and it ultimately led the client to increase their YOY budget.
38%
CPE Lower than goal
40%