The gold award for travel and tourism at the Drum Awards for Marketing Americas was won by Vistar Media x Proof Advertising Travel Texas for ‘Wide Open Spaces’. Here is the award-winning case study.
Travel Texas worked with Vistar Media to develop a digital OOH (DOOH) campaign targeting two distinct groups: millennials and Gen Generation X with an HHI of $175. k>. The goal of the campaign was to increase awareness, consideration and visits, among these desired groups, to the Travel Texas website, as well as drive intent and conversions to visit the great state of Texas. The DOOH ads were part of a broader campaign involving other media channels, including TV, audio, digital, social and print, and focused on the unique ways OOH connected in real time to inform, entertain and attract the target audience.
Strategy: general design and creativity.
For the April-September 2023 ‘Let’s Texas’ DOOH campaign, Travel Texas wanted to attract new visitors by exposing them to custom OOH creatives at locations in select markets that intersected with their daily lives. In this case, the strategy consisted of segmenting and retargeting consumers in Albuquerque-Santa Fe, Atlanta, Chicago, Denver, Kansas City, Little Rock-Pine Bluff, Los Angeles, Memphis, New Orleans, New York, Oklahoma City, Phoenix. , San Francisco-Oak-San Jose and Washington, DC. To gain the most insight, Travel Texas used Vistar’s Device ID Passback (DIDP) solution to retarget consumer device IDs exposed to the DOOH campaign through other channels.
The DOOH ads were part of a broader campaign involving other media channels, including television, audio, digital, social media and print. While each channel supported the campaign objectives, OOH demonstrated its unique ability to inform, entertain and engage a target audience in real time.
The campaign ran across various types of indoor and outdoor DOOH locations, including billboards, gas stations, apartment buildings, shopping malls, street panels, and airports within these Designated Marketing Areas (DMAs).
Between Travel Texas and Vistar Media, the teams placed greater attention on the campaign’s creative strategy. The campaign used a variety of still photographs and videos to highlight Texas activities tied to the division of the day into “day” and “night” activities. With the help of Vistar, Texas Tourism directed creative to each specific DMA and improved focus to drive meaningful, real-world results. To increase the relevance of the message, the campaign also leveraged different venues for each target audience, ensuring the message was seen by the right people, at the right times and places.
This creative strategy ensured a hyper-relevant, hyper-local approach for Travel Texas that ultimately drove a stronger impact with consumers. This approach took advantage of the flexibility and advanced capabilities offered by programmatic DOOH, allowing Travel Texas to tailor its creative messages to the audience’s mindset at the time of exposure, without the need for manual work.
“By combining a contextually relevant strategy and data-driven technology into a successful DOOH campaign, we were able to leverage precise audience segmentation and flexible, personalized creative that no other channel can match at scale,” said Heather Hager, Chief Media Officer. Services, Test advertising. “This approach helped us reach our desired audience and effectively drive an increase in visitors to the state of Texas.”
Results
The Travel Texas DOOH campaign focused on combining creative strategy with smart audience segmentation that ultimately drove people to visit the state of Texas while increasing consumer intent to vacation there. . The campaign leveraged DOOH’s ability to inspire action in the real world, in a measurable and meaningful way. By knowing where and when to target the desired audience and understanding which creative media, venue types, DMAs and audience demographics gave the best results, Travel Texas was able to increase awareness, consideration, website visits and visitors. real to the great state.
To measure the success of the DOOH programmatic campaign, Vistar Media completed three measurement studies. First, they conducted a travel study with Arrivalist to evaluate the impact of the DOOH campaign on consumers’ actual travel behaviors. This involved using aggregated, privacy-compliant movement data to analyze the visitation patterns of people exposed to the campaign and determine the increase in arrivals as a result. Second, they conducted a brand study with MFour based on verified DOOH exposure to evaluate brand performance, focusing on awareness, consideration, and intent to visit the state of Texas. Third, they conducted an online conversion study using Reveal Mobile to compare consumers exposed to the campaign creative with unexposed consumers to assess any changes in website visits.
For the travel study, Vistar partnered with Arrivalist to collect arrival data based on DOOH campaign exposure. By doing so, Travel Texas was able to track the population exposed to the OOH creative compared to the control population that was not exposed to the campaign and was therefore able to successfully measure the increase in visits to the state of Texas. The data also provided information on the origin of the arriving population, which destinations within the state they traveled to, the average arrival time after exposure to the campaign, the most popular days of the week for travel, and how far the people traveled. people to visit Texas. . Results and highlights include:
- Notably, consumers exposed to the campaign were 176% more likely to travel to Texas compared to a population sample without exposure.
- More than 60% of users exposed to the creative visited Texas multiple times during the campaign, and nearly 60% of them arrived within 30 days of exposure.
- Of those exposed, more than 35% came to Texas from distances of 250 to 499 miles, demonstrating that exposure directly influenced medium and very long-distance travel.
For the brand study, Vistar partnered with MFour to measure the increase in vacation awareness, consideration and intent. According to the findings, the campaign successfully generated an increase in all key metrics for Travel Texas, including a +2% increase in awareness (with 1 in 2 exposed consumers being aware of Texas as a vacation destination), an increase +22% in consideration of Texas as a vacation destination and an impressive 78% increase in intent to plan a trip to Texas.
Finally, for the online conversion study conducted by Reveal Mobile, Vistar compared metrics from a 14-day pre-campaign conversion window, from March 31 to April 13, 2023, when the DOOH creative did not run in the DOOH campaign in these same locations. during the post-campaign period, from April 14 to September 30, 2023.
As a result of Texas Tourism’s sophisticated creative and audience segmentation strategies, the DOOH campaign was extremely successful in generating an increase in all major KPIs, including a significant increase in visitors to Texas, as well as a positive increase in awareness , consideration and website visits. and intention to vacation in the state. These results highlight how outdoor advertising not only drives awareness, but also drives lower-funnel metrics and meaningful real-world results.
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