Visit Maine Drives Tourism With Dynamic Creative Overlays on CTV During Most Competitive Season.
- Origin
- Apr 14
- 2 min read
Case Study Overview
Origin, a leader in zero-code dynamic creative solutions, partnered with the Maine Office of Tourism and their media agency Miles Partnership to devise and launch a CTV campaign aimed at increasing tourism. The campaign successfully used data in both its targeting as well as its dynamic creative overlays to reach and inspire potential travelers in key markets.
The Challenge
Maine sought to attract more visitors, particularly from neighboring states like Connecticut, Massachusetts, and New York. The goal was to inspire travelers to explore Maine’s scenic landscapes, coastal towns, and outdoor activities. With the effectiveness of traditional, generic TV ad creatives dwindling, the state chose to take a modern approach to reaching and engaging audiences.
Data For Targeting
Origin implemented a data-driven CTV campaign that targeted:
Demographics: Travel enthusiasts, outdoor adventurers, and families.
Geographics: Focused on key East Coast markets within driving distance of Maine.
Behavioral Data: Engaged users who had shown interest in travel and vacation planning.
Data For Dynamic Creative Optimization
The ads showcased Maine’s natural beauty, hiking trails, lobster festivals, and coastal attractions, driving viewers to visit the official tourism website.
New England markets would receive localized messaging that would call out a viewer's home state's name and suggest road trips to Maine. These markets were also served close to real-time weather reports which would inspire last minute visits.
For markets where driving might not be feasible (eg Georgia), flight times from the viewer's nearest major airport were shown.
As fall reached 'pre-peak', a dynamically updating overlay was also added to the ad, providing the latest foliage reports and offering a QR code that would send the viewer to the Maine Foliage site where they could learn more.
Results & Impact
Increase in consideration and intent from targeted regions - click here for stats.
Higher levels of favorability - click here for stats.
Improved ad recall - click here for stats.
Key Takeaway
By embracing CTV advertising, the Maine Office of Tourism successfully reached a relevant audience with a dynamically changing and compelling message, proving that the ability for streaming platforms to leverage state of the art dynamic creative solutions such as Origin Aperture are a powerful tool for modern destination marketing.
For more details, read the full case study here.
If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.
Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.
Learn more at: originmedia.tv
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