Case Study: Twelve Apostles Lodge Walk

1. CLIENT:

Twelve Apostles via Threesides Marketing

2. CAMPAIGN GOALS:

• To increase awareness of the Twelve Apostles Lodge Walk
• To engage with content about Twelve Apostles Lodge Walk
• To drive traffic to twelveapostleslodgewalk.com.au
• To drive bookings through twelveapostleslodgewalk.com.au

 3. TARGET AUDIENCE:

• Over 50s
• Female skew
• Australian
   

4. SOLUTION:

The Twelve Apostles campaign ran from January to March 2016 and took advantage of a range of YourLifeChoices’ advertising solutions to reach the intended audience. The high visibility of the Homepage Carousel unit and the strong choice of imagery used within it meant that the campaign was impossible to miss from the start. This was supported by a high-impact Double MREC with strong creative and a clear call to action.

Twelve Apostles also utilised YourLifeChoices’ email membership base across January and February by sponsoring two travel specific Enewsletters. These newsletters achieved exceptional open-rates ensuring that the Twelve Apostles creative was accessible to this highly engaged audience with an appetite for travel.

Finally, Twelve Apostles took advantage of YourLifeChoices’ sponsored content offering through a sponsored article titled ‘Best Great Ocean Road adventure’ that was linked to through the Enewsletter and sent to over 134,000 subscribers. 

CAMPAIGN DETAILS
Duration	15th January – 31st March 2016
Products	Custom Solution	Homepage Carousel
	Display	Double MREC
	Enewsletter	Leaderboard Sponsored Link

5. KEY BENEFITS OF CAMPAIGN:

Twelve Apostles’ campaign on YourLifeChoices took advantage of the integration opportunities available alongside traditional display ad units. This gave them the opportunity to connect more deeply with YourLifeChoices’ audience through detailed content, whilst building brand awareness through the high-impact advertising units utilised.

The three month duration of the campaign ensured that a trusting relationship was built up with YourLifeChoices’ loyal audience, the vast majority of whom are return visitors.

Twelve Apostles’ clean contemporary creative with engaging imagery and clear call to action, targeted alongside relevant content to the right audience led to strong click-through rates and genuine engagement with their content.

The sponsorship of the two travel-specific Enewsletters allowed Twelve Apostles to connect with a huge volume of their target market and own this space through their two sponsored sends.

 6. CAMPAIGN RESULTS

METRIC	RESULT
Homepage Carousel Impressions	9,618
Double MREC CTR	0.23%
Emails sent (X 2)	134,045
Average open-rate	62%
Sponsored content CTR	2.41%

 

 

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