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CLIENT CASE STUDY
ICONIC FALL DESTINATION SEES BOOST IN CONSIDERATION DURING PEAK TRAVEL SEASON
HEADLINE
Fall is a busy season for travel and tourism across the eastern United States. In order to stand out from other states competing for visitors, Visit Maine leveraged Origin's award-winning creative optimization solutions to provide its CTV audiences with a completely new way of promoting their state as the destination someone should choose for a fall getaway.
OBJECTIVES
Build dynamic creative overlays, powered by Aperture, to provide viewers with:
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Up to date weather and foliage reports.
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Travel information based on proximity to Maine.
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Information about less visited regions.
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Inspiration to choose Maine for their fall getaway versus surrounding fall states.
CREATIVE STRATEGY
The first step for Origin's team of writers and designers was to study Maine's creative, establishing timing and positioning for a sequence of dynamically updating creative overlays, powered by Aperture. Once this had been done, a concept was formed whereby:
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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.
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For markets where driving might not be feasible (eg Georgia), flight times from the viewer's nearest major airport were shown.
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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.
Driving distance (sample)
Flying distance (sample)
DISTRIBUTION
This CTV campaign was distributed in the home via Origin's curated portfolio of CTV media partners, across 13 states surrounding Maine.
TARGETING
The primary target audience for this campaign was adults who have an interest in outdoor pursuits such as hiking, and eco-conscious travelers.
FLIGHT DATES
8/15/24 - 10/31/24
TOTAL IMPRESSIONS
6,270,559
TV DEVICE REACH
1,303,650
MONTHLY FREQUENCY
4.8x
RESULTS
measurement provided by
For this Visit Maine advertising campaign Origin chose its trusted partner, LoopMe, to capture the insights required to optimize the campaign, and through whom we were able capture the data required to report on this highly successful campaign.
CONSIDERATION
How likely are you to consider Maine the next time you want to plan a vacation?
+78.7%
Ages 25-34
FAVORABILITY
Do you agree or disagree that Maine offers something unique versus other destinations?
+15.9%
Ages 35-44
INTENT
How likely are you to visit Maine in the next 3-6 months?
+35.6%
Ages 35-64
+28.7%
Male viewers
+8.7%
Married adults
AD RECALL
'Do you recall seeing an ad for Maine recently while streaming TV?'
+6.9%
Ages 25-34
+5.2%
Ages 55-64
+10%
Male viewers
Extra highlight
Furthermore, positive ad recall among the New England markets who were also served up to date weather forecasts around Maine was 96.3% greater than the same markets who saw the original ad without Origin's dynamic creative overlays.
About Origin
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.