The Come on Back campaign showcased Nashville as a compelling destination for travel in 2022 to premium and relevant traveller audiences.
Brief
The Come on Back campaign showcased Nashville as a compelling destination for travel in 2022 to premium and relevant traveller audiences. The objective of the campaign was to reach new, highly targeted audience segments who were showing signals of intent for long haul travel and US travel, driving consideration for Nashville. The campaign utilized impactful formats to showcase Nashville’s attributes, while incorporating tour operator and airline partners to drive qualified leads and ultimately sales and bookings to Nashville.
Our partners were: BA Holidays, BA.com and Trailfinders.
Action
For this campaign we used a combination of social, tactical display, and retargeting ads delivered across premium travel content channels and selected target audiences (identified via data targeting.) The campaign delivered impactful brand awareness and drove qualified leads through to the campaign landing pages.
In addition to this we delivered a campaign across TravelPort which focused on promoting Nashville to trade audiences who were in turn inspired to promote and book Nashville as a destination for their UK customers.
Results
- 24,090,323 Total Impressions
- 24,826 Total Clicks
- 0.10% CTR
- 4,218,354 Video Views
- 9,730,099 Added Value Impressions
- £30,678 Added Value Impressions
- 1,839,648 Engager Data Pool Size
We geo-targeted the O2 arena between 11-14 th March (Country to Country Music Festival) where we saw 943,284 impressions delivered and a strong CTR of 0.29% and
a CVR of 52%
BA Hols – During the campaign period, Nashville room nights were +93% versus the same period in 2019
