TRAVELLER H ELPS ADVENT U RE WO RLD INS PIRE ADV EN TU RE TRAV EL L ER S

Transcription

1 Adventure World - AdEffectiveness Case Study 2015 TRAVELLER H ELPS ADVENT U RE WO RLD INS PIRE ADV EN TU RE TRAV EL L ER S Cam pa i gn Pe r i od: 1st Ja nua r y to 31st March 2015

2 Adventure World ran a visually impressive online campaign with s Traveller website to help increase awareness of the brand and to inspire travellers to experience Adventure World destinations. The campaign ran as a number of creative executions on the Traveller website including high impact homepage buyouts, sponsorship of the Adventure World section, and a series of branded advertorials designed to showcase Adventure World s offering in an engaging format. Adventure World branded content - being imagery, videos, social media links, brochure links and a discover now call to action, were housed online within advertorial templates in the form of a hub for multiple pieces of content. The campaign was successful in reaching the target audience of affluent Australians aged 35+ with an interest in adventure travel. Exposure to the campaign also moved several key brand success measures, including Message Association, Brand Favourability, as well as producing uplift in brand attributes such as Inspiration.

3 Adventure World - AdEffectiveness Case Study 2015 CAMPAIGN OBJECTIVES To increase brand awareness of Adventure World To inspire travellers to experience Adventure World destinations CAMPAIGN PERIOD 1st January 2015 to 31st March 2015 TARGET AUDIENCE People aged 35+ in AB socioeconomic brackets with a secondary target of people with an interest in adventure travel CREATIVE EXECUTION The campaign ran as a series of 14 advertorials within the Traveller website that aimed to showcase Adventure World s adventure travel offerings in a visually engaging way. It was supported through high impact display media in the form of Traveller homepage buyouts and sponsorship of the Adventure World section on the website RESEARCH METHODOLOGY A simultaneous control / exposed survey of online panellists, with the survey covering category involvement, brand and creative diagnostics. Total Sample: n=896 (Control n=211, Exposed n=685). Control respondents are weighted to match exposed sample on key demographics.

4 REACHING THE RIGHT AUDIENCE Traveller was the ideal environment for this campaign, with over 2-in-3 respondents belonging in the target of people aged 35 years+ with an interest in soft adventure holidays. The campaign also over-indexed on high earners, with 26% of the audience reporting a personal income of over $100K+ (compared to the Australian average of 7%^). Total Traveller Campaign (n=685) Target Aged 35+ interested in soft adventure holidays 66% Age <35 7% >35 93% Male 69% Female 31% $100k+ 26% Gender Personal Income The campaign was particularly strong at driving awareness of the Adventure World brand among the target audience. Lift in aided brand awareness among those aged 35+ with an interest in soft adventure travel was up 10 fold compared to the total campaign audience. Source: Millward Brown Brand Lift Insights Advertising Research, June ^emmatm, conducted by Ipsos MediaCT, people 14+ for the 12 months ending June AU Average: All AU 14+ M E ASURA BLE RESU LTS

5 Adventure World - AdEffectiveness Case Study 2015 CONTROL EXPOSED MESSAGE ASSOCIATION AND BRAND FAVOURABILITY (TOTAL CAMPAIGN AUDIENCE) +3.7%* MESSAGE ASSOCIATION EXPERIENCE THE EXTRAORDINARY +5.7%* BRAND FAVOURABILITY * Statistical significance at 90% confidence level BRAND ATTRIBUTES (TOTAL CAMPAIGN AUDIENCE) +3.1%* MESSAGE ASSOCIATION AND BRAND FAVOURABILITY The Traveller campaign was successful in shifting positive Message Association of the Adventure World tagline Experience the Extraordinary, producing a significant +3.7% point* lift. This result is above average compared to benchmark norms of global online travel campaigns. The campaign was especially effective in producing above average Brand Favourability for Adventure World, with those exposed to the campaign reporting a significant lift of +5.7% points*. DRIVING INSPIRATION Source: Millward Brown Brand Lift Insights Advertising Research, June *Represents statistically significant differences at 90% confidence levels. CONTROL EXPOSED +3.8%* INSPIRES ME TO GO ON A TRAVEL ADVENTURE +5.6%* OFFERS INDEPENDENT TRAVEL OPTIONS +2.1%* IS THE DESTINATION EXPERT * Statistical significance at 90% confidence level OFFERS SOFT RANGE OF TRAVEL DESTINATIONS The Adventure World campaign on s Traveller site was very effective in driving inspiration to travel, with a significant +3.8% points* lift in the brand attribute of Inspires me to go on a travel adventure. The campaign was also very successful at driving awareness of Adventure World as being seen as offering independent travel options, being a destination expert and offering soft travel options, with all these attributes showing strong directional lifts after campaign exposure.