Situation
Dedicated to connecting people and stimulating the American economy, Brand USA wanted to inspire luxury travellers from the UK to “Experience It All” in the U.S. The campaign needed to lift up three luxury tour operators and highlight numerous destinations, including Nashville, TN; Utah; Miami, FL; New England and others. By driving traffic to the tour operators’ websites, we sought to raise awareness of the luxury products and the U.S. destinations, ultimately driving high-end sales from UK travellers.
Action
We built a programmatic media strategy to drive traffic to the tour operators’ websites with the goal of at least a 0.07% click-through rate (CTR). Using proprietary data, we designed and activated precision targeting strategies to reach highly relevant UK audiences through
behavioural, demographic, job title, affinity, interest and contextual targeting. We activated premium content through top-tier media brands The New York Times, the Guardian, Condé Nast, AFAR, U.S. News and National Geographic, as well as by retargeting past engagers.
The Results
Not only did we achieve a 0.15% CTR for the entire campaign, but each individual luxury tour operator also saw CTRs that exceeded our 0.07% goal by nearly double. Because of our highly targeted programmatic strategy, we were able to reach relevant UK audiences with an affinity for luxury travel and interest in visiting the U.S. and convert them into clicks.
Our retargeting strategy proved to be especially effective, producing CTRs of up to 0.30% while inviting audiences to “Experience It All” in the USA.
2x+
More Than Doubled Campaign CTR Goal
2x
Individual Tour Operators Achieved Nearly Double The CTR Goal
4X