Texas is more than a state. It’s like a whole other country. So we developed more than just another travel campaign. Utilizing an integrated, personal approach, our goal was to interrupt potential travelers’ digital media routine in new and surprising ways.
Our research illustrated what activities and attractions brought most Texas visitors to the state. The use of passion points in our ads helped to personalize targeted media tactics and messaging to ensure greatest creative relevance and resonance. Flash banners highlighted various subjects, such as music and the outdoors, and they ran on key travel-endemic websites, lifestyle, and contextually relevant ad networks to reach all targets at inspiration and planning phases of their travel journey.
Our digital campaign has delivered more than 890 million impressions and highlighted music, the outdoors and more. With premium ad network Specific Media, we created expandable ads that let people explore digital passports. These earned a click-through rate and interaction time 3.5-times the industry standard.
On Pandora we created Texas Radio, a series of branded channels offering a diverse range of Texas music. From rock to country to dance, we saw 43,200 stations added, and we have streamed 8,766 hours of Texas music to our audience.
We reached iPad users through the USA Today App where we delivered an ad that let readers swipe to explore the digital passport on their tablet, driving 88,084 engagements.
Since the new campaign launched in February 2013, there has been a 10% ROI increase in the revenue attributed to advertising-influenced travel to the state, as well as more than 2.5 million incremental leisure vacations to Texas.