Case study: making Australia a top travel destination
Tourism Australia & Verizon Media make the land down under a top travel destination
At a glance
Goal: Increase flight booking to Australia among US travelers.
Solution: Use Verizon Media native ads to drive highly qualified leads to Tourism Australia's website and boost travel bookings via partner websites.
Results: Generated 3x more site visits at a cost-per-lead 5x more efficient than the benchmark.
"Travel brands like Tourism Australia are seeing incredible success with native ads that use compelling text, images and videos to connect with potential travelers and prompt their next trip. By delivering targeted ads to consumers in the experience where they are most likely to convert, Verizon Media drove high performance for Tourism Australia and that’s why native advertising continues to be a key part of their ongoing strategy."Verizon Media has enjoyed a long relationship with Tourism Australia, the government agency charged with increasing travel to Australia. Over the past couple of years, Tourism Australia has seen a record-breaking number of travelers visiting Australia from the United States. The agency's goal was to work with Verizon Media to fuel that growth, specifically by driving leads to its website, as well as to partner sites to book travel.
- Courtney McKlveen, Head of US Field Sales, Verizon Media
Australia worked with Verizon Media to run a native advertising campaign designed to engage its target demographic of high-value U.S. travelers who have the time to head down under. After seeing success with Verizon Media’s targeting capabilities in previous campaigns, Tourism Australia was on board when its media agency, Universal McCann, suggested a month-long native campaign through Verizon Media Ad Platforms. UM was confident that native ads would reach the right person while they were in the right mind set, ultimately driving qualified prospective travelers to partner sites at an efficient rate. These native ads were a perfect fit for a travel promotion because they leveraged compelling visuals showcasing Australia’s natural beauty. The campaign featured traditional native ads and a new native carousel ad that enabled potential travelers to truly experience the land down under through multiple photos.
The campaign delivered both scale and productive leads, generating 3x more visits to the Tourism Australia web site at a cost-per-lea d 5x more efficient than their benchmark. The native carousel un it performed especially well on both desktop and mobile devices, generating a click-through-rate 2x higher than the benchmark. Compared to other publishers, Yahoo was at the head of the pack when it came to cost per lead and achieved success both in bringing traffic to the Tourism Australia site and to its partners. That success deserves a relaxing day on Bondi Beach.
"This successful native ad campaign inspired travelers across the US. Verizon Media drove a tremendous number of visits to our website, plus a high number of click-throughs to our partners at a very low cost per lead. The campaign hit our goals on all levels."
- Jane Whitehead, Vice President of Tourism Australia
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