Case study: Destination Canada

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1. CLIENT:

Destination Canada

2. CAMPAIGN GOALS:

  • To encourage engagement with relevant content on Canada
  • to increase visits to tour operators from digital platforms
  • to increase active consideration for Canada amongst the group tour and ski markets in Australia
  • to increase visitation to Canada from Australians in 2016-17.


3.
TARGET AUDIENCE:

  • Australian
  • higher than average income
  • those with a desire for cultural immersion, historic and nature travel.

4. SOLUTION:

A two-month campaign that ran across the key planning period for travel to Canada (May and June 2016) by Australians. Destination Canada’s brief was fulfilled through a mix of high-impact display units, email marketing solutions and professionally written integrated content.

Content was an important aspect of the campaign, used as a vehicle to showcase the multiple destinations within Canada that the client wished to promote. The twelve articles written by experts with the YourLifeChoices editorial team provided both a deep connection with the target audience and provided the opportunity to share extensive information about and hero imagery from the destinations.

This content was supported by a display campaign run site-wide on YourLifeChoices and via an external ad network. This campaign retargeted the website’s visitors to reinforce the brand message and to keep the Canada brand top of mind throughout the campaign.

The integrated content was further promoted through sponsored links within YourLifeChoices’ popular enewsletters. Destination Canada content featured in eight dedicated travel enewsletters across May and June and four weekday eNewsletters. In total, over 1.6 million emails were sent containing Destination Canada sponsored content and these emails achieved an average 56 per cent open rate.  

YourLifeChoices’ email subscriber database of over 185,000 members was utilised further by sending a Solus eBlast dedicated to Canada in May. This email also achieved a higher than average open rate of 44 per cent. 

CAMPAIGN DETAILS

Duration

1st May – 30th June 2016

Products

Display

Double MREC

Leaderboard

Enewsletter

Leaderboard

Sponsored Links

Sponsored Content

12 X articles

Solus eBlast

Content and ad units

Non-Standard

Convert

Retargeting

Social

Facebook posts

 

5. KEY BENEFITS OF CAMPAIGN:
Destination Canada’s campaign took advantage of the multiple standard and non-standard advertising opportunities available on YourLifeChoices to reach and deeply engage with one of their key target markets.

The mix of engaging integrated content with highly visual and engaging display units on the site allowed Canada as a destination to be showcased in its best light. The utilisation of the retargeting program, email marketing and social media integration allowed YourLifeChoices to push the campaign out further and to reach an even wider audience.

This broad campaign resulted in multiple opportunities for Destination Canada to reach and inspire their target audience, leading to some impressive final campaign results.

6. CAMPAIGN RESULTS: 

METRIC

RESULT

Double MREC CTR

0.17%

Leaderboard CTR

0.15%

Sniply CTR

0.76%

Enewsletters sent

1,628,980

Enewsletter open-rate

56%

Solus eBlasts sent

134,517

Solus open-rate

44%

Source: Campaign Monitor

7. CLIENT QUOTE:
“This is the second time we have partnered with YourLifeChoices to promote the Destination Canada message in Australia. We decided to return to them thanks to the strong results we achieved during the first campaign. The Destination Canada message appears to resonate with the YourLifeChoices audience and the content that the team produced was impressive. We will consider YourLifeChoices in future campaigns that we run in Australia.”
Donna Campbell, Destination Canada.

To find out more about advertising and content opportunities please contact us for a chat: [email protected]

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Written by Lara Gray

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