Maximising Impact: Travel Nevada’s Integrated Media and CTA Strategy

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Brief

Client - Travel Nevada (Australia POS Campaign)​

Campaign - Leveraging direct media buying to promote Nevada, with wholesale, influencer, and OTA as CTA partners

Target Audience - Australian consumers of Cyclist, Get Lost and Qantas Insider

With many key USA selling tour operators and/or wholesalers not having very large marketing budgets (if any) as they recovered from the pandemic we (Canuckiwi) found it a better return on investment for our clients to direct media buy with key consumer media partners. We would then leverage this investment to offer key tour operators call to action opportunities to be a part of the programs as long as they tracked results. We also included a customized Expedia media solutions media buy including a landing page that focused on Travel Nevada’s unique selling points.​

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Idea

As part of their response to our RFP for Travel Nevada marketing investment, Get Lost, Cyclist, and Qantas Travel Insider submitted a comprehensive proposal. It included editorial coverage, digital e-blasts, e-newsletter editorial, and an agreement to link to Travel Nevada’s website and/or CTA partner sites. We engaged two CTA partners for the campaign: Expedia and Travel Associates. Both built dedicated landing pages for the program.

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Results