Overall the campaign reinforced that the state of Tennessee is an ideal summer travel destination by generating awareness within established markets and gathered brand favorability by measuring engagement and actions to ads. We were able to reach and engage audiences with valuable content that specifically highlights key attractions and partners in Tennessee.

We over-delivered impressions by 17 million for a total of 27 million impressions served within the same budget parameters. The campaign generated 970,000 completed views, 17,000 hours of video exposure, 75% video completion rate and 1.3 million engagements. The overall click-through rate was 0.27% higher than industry average at 0.42%.

During this campaign, we ran an added-value brand study, which garnered a 56% lift in overall vacation consideration, which is 20% higher than the industry benchmark of 36%. After exposure to the campaign, 64% of users stated they agree they would consider Tennessee for their next vacation. The campaign also received positive sentiment of 80% across our social channels.

The campaign resulted in an increase in travel intent and action. The campaign generated a 27% increase in vacation guide downloads, and following the campaign travel volume increased 10.7% in the third quarter.

Through secondary research we learned that video played an integral role in the travel planning and decision-making process. We mapped out 24 actual road trips from our target markets and created minute-long video banners. We selected media properties based on video placement opportunities and audience targeting.

Using comScore and Nielsen’s @Plan tools, the media mix was identified based on demo and location reach, and use of data providers further targeted based on their current and potential mind-set. We were able to use social conversion data to identify users who were having relevant travel discussions or who had previously checked into or liked a relevant attraction to what we were featuring within our creative. We utilized that data, along with search retargeting, to further reach the right people within each market based on these in-market indicators. Additionally, we leveraged digital behavior indicators, such as intent to travel, interest in either Tennessee, the attractions the state has to offer, and/or historic travel and locations visited relevant to Tennessee’s offerings.

We chose media partners that had access to these data providers we needed to achieve this hyper-targeted reach, but that could also serve the right message at the right time to the right person. We leveraged Spongecell’s dynamic ad technology for a more seamless experience for the user by serving the correct version of the video based on the market each user was viewing from.

Additionally, we selected Jun Group to automatically place our brand assets in an integrated and contextually relevant spot across premium and brand-safe sites and pages in which our target audience was consuming. By leveraging data, technology and tools throughout the campaign, we were able to maximize budget and reduce waste in reach.