Personalized experiences drive engagement
Consumers want to find their own inspiration across platforms and resources they trust, and it’s our role as marketers to give them a more authentic voice throughout the shopping journey, allowing them to make personalized decisions based on their preferences, attitudes and more. The #TorontoStopover campaign came to life through an interactive microsite, showcasing local Toronto offerings through vibrant videos, insider travel tips, transportation information, nearby hotel options, and neighborhood guides.
We drove visitors to the interactive microsite using, among other products, video ads.
To encourage destination exploration and ensure a personalized experience for each user, we developed Trip Discovery, an interactive landing page solution that provided potential travelers with targeted recommendations based on their interests and travel habits.
Enlisting authentic influencers
Unsurprisingly, social media is influential, especially for younger generations. But, when it comes to social influencers, it isn’t always about getting the flashiest name or biggest celebrity. Influencers should extend and support the campaign message through natural and authentic ways that align with your brand and will resonate with your audience.
To showcase the diverse culture of the city, the team partnered with local, or “Torontonian," influencers, who highlighted the destination in different ways based on their own interests. People were able to explore the destination through the lens of “The Foodie," “The Trendsetter,” and “The Action Seeker," discovering the different food, shopping, and activities in Toronto.
Results that drive business impact
During the campaign period, Air Canada experienced a nearly 70% YOY increase in demand with a stopover in Toronto. The campaign also drove a return on ad spend (ROAS) of nearly 13:1, and “Toronto Stopover” saw a 337% increased growth in search from the start of the campaign in September 2018 to September 2019, proving the campaign’s impact on encouraging destination exploration and driving stopover demand.
By combining an interactive digital experience with inspiring content with our unique targeting capabilities, the “#TorontoStopover” campaign successfully drove traveler inspiration and repositioned Toronto as an ideal stopover destination.
This article originally appeared in PhocusWire in late September 2019.