The Challenge
Slower to recover than any other U.S. urban destination post-pandemic, Washington, D.C., needed to rebuild and maintain traveller awareness and consideration of the city as a premier global destination. Destination DC sought to inform US travellers in specific Fly and Drive markets of the variety of arts, cultural and historical communities waiting to be explored. TravelDesk delivered precise targeting, reaching audiences in real time and across multiple devices and channels, with impactful messaging around key themes.
The Solution
Using proprietary travel data from MMGY Global, the TravelDesk team identified key D.C. audiences with aligned interests in arts, culture and history. TravelDesk further customised these audiences using interest, affinity, travel intent and demographic data, tailoring media strategies to reach them.
Through an always-on approach and variety of targeting and optimisation tactics, the team drove engagements across Destination DC’s website and delivered standout results using high-impact digital display, video and native formats.
The Results
Over the three-month campaign, TravelDesk’s audience targeting generated over 9.5 million impressions, 226,000 engagements and just shy of 200,000 video views, resulting in a strong campaign VCR of 82%. Primary KPI results were impressive, with the display and video CPE coming in 7.5 times lower than the goal at $0.14. The drive market proved to be the most successful, delivering the best overall market CPE with the highest number of engagements and the top engagement rate.
226K
CPB lower than campaign goal
200K
video views
7.5X