Visit Orlando | Case Study

Relaunching the UK business to increase top of mind awareness and visitation in 2023

+25%

delivered web sessions in 2022 against target

58%

reach amongst core market of Mums ABC1

The challenge

The UK travel market had seen a rocky return for passengers across the summer of 2022 due to staff shortages, longer wait times (3 hours+) and passport backlogs meaning consumer sentiment towards travel was at the lowest despite pent up demand.

The challenge was to relaunch the brand into the UK market after a 6-month hiatus of high-level spending, with the overarching goal to raise top of mind awareness by 1% by 2023.

The strategy
Scale, Story, Advocacy

Scale​

Evolving AV strategy to increase visibility​ – 60″ Hero Spots and large scale OOH to maximise reach. We needed to increase impression share on SEM to signpost traffic and improve website engagement.​

Story​

Increased social activity across multiple creative iterations to build story and context​. Frequency building through dwell time sites and longer activity with transport, in addition to longer AV activity – 3 months core activity.

Advocacy

Increased influencer footprint through paid partnerships and standout pieces to prompt talkability of the campaign.

The results

How we delivered the Unbelievably Real campaign.

Scale​

New visitors to site increased by +163% on day 1 of the campaign. Initial launch spot reached 29% of housewives with children.

Story​

60” creative is the strongest performing asset across ITV – our highest indexing broadcaster for our audience. Impressions delivered on SEM +181% versus target.

Advocacy

Youtube CTR increased by 1,300% versus forecast. Social CTR +29% across first 3 weeks of the campaign.

Source:

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