A State DMO Sees a 300% Increase in Call-To-Action Rate Using SPARC vs. Traditional Targeting

Issue

A DMO sought to drive increased consideration for relocation to their state with content tailored to their audience’s priorities.

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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.

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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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