Increasing Winter Travel to the State of Montana - PlaceIQ
Increasing Winter Travel to the State of Montana PlaceIQ delivers nearly +2x lift over control group for Montana Tourism
CAMPAIGN OBJECTIVES
RESULTS
Increase consideration of visiting Montana among geotravelers Particularly during winter campaign, attract skiers to Montana’s ski resorts Drive awareness of what the state has to offer and generate excitement among key audiences Measure actual visitation to the state and provide unique insights about the tourists that came to Montana
PlaceIQ saw that devices that were exposed to the ad were nearly 2 times more likely to travel to Montana versus those in the open control group. Among specific audiences that were targeted, Ski Airport Audiences and Ski Resort Audiences had the highest lift in visitation. We saw an increase of more than 4,600 devices converted (i.e. traveled to Montana). An average trip to Montana costs a consumer about $1,500, which resulted in an estimated additional $6.9 million in revenue generated for the state.
APPROACH Reach potential visitors with targeted mobile ads during highly relevant times and places
Place Visit Rate: Open vs. Exposed
1.7x Lift
Present skiers with customized and memorable ads based on relevant locations they have visited or are currently in, including ski airports, ski resorts, and ski stores Serve ads to other relevant demographics, including adults 25-54 with $60K+ household incomes and nature and outdoor enthusiasts
Targeting Visualization
0.15% 0.42% 0%
0.1%
0.2%
0.3%
0.4%
0.5%
PVR™ is calculated by taking the total number of unique devices that received an ad during a campaign and determining the percentage of those same devices that were later seen in a target location, in this case the state of Montana.
DATA-BASED INSIGHTS PlaceIQ uncovered previously unknown behaviors about Montana Tourism’s converted audience. They are more likely to be: PlaceIQ polygon outlining a ski resort in Utah.
CREATIVE
Millennials, ages 18-34 High-income individuals making between $75k–$200k per year and living in households with one or two people Frequent visitors of MLB stadiums, movie theaters, national parks, and theme parks Shoppers at sporting goods, malls, and office supply stores
www.placeiq.com | 212.255.8570 | [email protected]
CAMPAIGN OBJECTIVES
RESULTS
Increase consideration of visiting Montana among geotravelers Particularly during winter campaign, attract skiers to Montana’s ski resorts Drive awareness of what the state has to offer and generate excitement among key audiences Measure actual visitation to the state and provide unique insights about the tourists that came to Montana
PlaceIQ saw that devices that were exposed to the ad were nearly 2 times more likely to travel to Montana versus those in the open control group. Among specific audiences that were targeted, Ski Airport Audiences and Ski Resort Audiences had the highest lift in visitation. We saw an increase of more than 4,600 devices converted (i.e. traveled to Montana). An average trip to Montana costs a consumer about $1,500, which resulted in an estimated additional $6.9 million in revenue generated for the state.
APPROACH Reach potential visitors with targeted mobile ads during highly relevant times and places
Place Visit Rate: Open vs. Exposed
1.7x Lift
Present skiers with customized and memorable ads based on relevant locations they have visited or are currently in, including ski airports, ski resorts, and ski stores Serve ads to other relevant demographics, including adults 25-54 with $60K+ household incomes and nature and outdoor enthusiasts
Targeting Visualization
0.15% 0.42% 0%
0.1%
0.2%
0.3%
0.4%
0.5%
PVR™ is calculated by taking the total number of unique devices that received an ad during a campaign and determining the percentage of those same devices that were later seen in a target location, in this case the state of Montana.
DATA-BASED INSIGHTS PlaceIQ uncovered previously unknown behaviors about Montana Tourism’s converted audience. They are more likely to be: PlaceIQ polygon outlining a ski resort in Utah.
CREATIVE
Millennials, ages 18-34 High-income individuals making between $75k–$200k per year and living in households with one or two people Frequent visitors of MLB stadiums, movie theaters, national parks, and theme parks Shoppers at sporting goods, malls, and office supply stores
www.placeiq.com | 212.255.8570 | [email protected]
