Wyoming Office of Tourism
Results
The Wyoming Office of Tourism partnered with VDX.tv to drive awareness and engaged trip planning for the destination. The campaign was highly successful in generating a substantial economic impact for Wyoming, driving over $115M in increased revenue. To measure engaged trip planning, Adara's proprietry data model showed targeted insights from within their ecosystem. The campaign led to a 9x increase in hotel bookings, searches, and revenue, with VDX.tv contributing to 40% of total hotel bookings and 50% of hotel revenue, highlighting the effectiveness of a cookie-less household targeting strategy.
Overview
VDX.tv partnered with Wyoming Office of Tourism and its agency of record BVK to launch a 4-month TV Magnify ad campaign, focused on raising awareness and driving engaged trip planning for the destination.
The campaign demonstrated the effectiveness of TV Magnify (CTV + Household Retargeting on desktop/mobile) in driving key planning actions such as hotel and flight searches, while also achieving a significant volume of hotel and flight bookings across key travel segments and geographies.
Strategy
The campaign strategy for Wyoming Office of Tourism leveraged household targeting with TV Magnify (CTV advertising with household device retargeting) to boost economic impact, increase frequency, and drive engagement with potential travelers.
National targeting, coupled with tailored ad messaging and content, helped to broaden awareness among new potential travelers. Geotargeting was leveraged to reach travelers in key markets and extend exposure.
The VDX.tv partnership with Adara’s data analytics and measurement solution enabled precise measurement of travel-related planning and booking actions for the destination.
Creative Features
Results
Analysis from Adara's proprietary model revealed that the VDX.tv TV Magnify campaign generated significant impact across key metrics. Leveraging Adara’s enriched data attribution model, the audience exposed to the TV Magnify campaign drove upwards of $115M in direct economic impact for the state. Within the Adara ecosystem, VDX.tv generated 40% of total hotel bookings, searches, and nights and 50% of total hotel revenue.
The state of Wyoming saw a 9x increase in incremental bookings, searches, travelers, and hotel nights from running TV Magnify compared to CTV only, further demonstrating the benefit of VDX.tv’s cookie-less household targeting strategy.
Validated by
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