Details:
Objective: Increase awareness of Tasmania as a destination and increase bookings
Offer: Savings on vacation packages and free nights depending on booking parameters
Timing: Summer 2010
Featured Sites: Expedia
Product: StorepointAds
Results*:
- Creative engagement was very high with a 0.29% CTR (industry average 0.10%)demonstrating interest
in the destination
- Tasmania saw a significant increase in consumer interest with package, flight & hotel searches on
Expedia.com increasing 283%, 59% and 117% respectively
- Tasmania experienced a 27% increase YOY in air tickets sold during the campaign period, and also saw
a large increase in multi-destination bookings
- Tasmania experienced a 20% increase YOY in room nights sold during the campaign period