Explore Georgia USA on ITV
Explore Georgia USA on ITV
Campaign Objective – Destination marketing campaign to increase awareness of the American state of Georgia
Target audience – People in-market for travel, time and cash rich America fans
Target Area – London / South East on ITV, UK wide on programmatic
Activity – ITVX and programmatic high impact campaign
Results – Overdelivery on ITVX and over 40% on programmatic
What’s not to like about being inspired by the best travel advertising around to explore exciting holiday destinations right across the globe? This Spring the MEERKATs’ interest has been piqued by the US state of Georgia, and it has been a real pleasure working with destination marketing team at KBC and Explore Georgia on their awareness campaign.
MEERKATworks are proud to have secured an ITV Business for All partnership for this tourism advertising campaign which effectively gave an uplift of 85% added value. We worked with ITV, KBC and Explore Georgia on clarifying KPIs to measure the success of this travel advertisement specifically, and the campaign as a whole. You can read more about the ITV Business for All partnership on the ITV site.
The TV campaign was carefully planned to target key audiences and those with an affinity to travel across London and the South-East using Experian data, programme select, and TGI data.
The programmatic campaign ran alongside, providing further insight from the data gathered and levels of engagement. The activity utilised a combination of Standard and High Impact creative, targeting those in-market to travel and open to destination marketing. Different ad sets were created to promote the mountains, cities and coastline waiting to be explored in Georgia, with video being used in the High Impact formats.
The curious MEERKATs agree that ‘It’s time for a Georgia holiday!‘
