A State DMO Sees a 300% Increase in Call-To-Action Rate Using SPARC vs. Traditional Targeting
Nativo worked with a State DMO to drive increased consideration for relocation to their state
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Issue
A DMO sought to drive increased consideration for relocation to their state with content tailored to their audience’s priorities.
Intelligence
While more people are looking to trade big cities for peaceful retreats for vacations, uprooting your life & moving to one hinges on different criteria.
- Nativo’s Insights Platform found that audience personas related to remote work and leisure travel were the most engaged in the DMO’s tourism content.
- Reaching travelers with messaging about what they valued most would bridge the gap between the DMO’s tourists and potential residents.
Idea
Use SPARC to drive consideration for workforce & relocation for a state DMO while gathering insight into decision-driving factors.
- SPARC, powered by Nativo Predictive Audiences, leveraged this state DMO’s historical engagement data from previous tourism campaigns to build a custom audience model based on behavior.
- Nativo’s Brand-Impact Survey determined ranked priorities to inform content strategy without disrupting engagement, in order to drive interest in relocation to the state DMO.
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