A Room With Many Views|海报/平面|广告营销案例【ADGuider广告指南】

有很多风景的房间

案例简介：概要与其他目的地不同，魁北克没有像泰姬陵，帝国大厦或埃菲尔铁塔这样的独特地标。它也没有阿姆斯特丹或墨尔本等目的地的文化或社会声誉。由于没有著名的视觉提示或大胆的声誉，因此很难将魁北克与法国和美国等竞争激烈的市场中的其他目的地区分开。尽管这种情况，魁北克有一个雄心勃勃的目标，即在未来3年内每年将旅行者人数增加4.5%，并利用魁北克作为旅行者的主要目的地的考虑。战略该活动的主要视频在网上运行了两个星期，并得到了横幅的支持。然后，与我们的横幅广告互动而没有观看主视频的消费者被重新定位到最后。然后，针对每个目标国家/地区的每个受众群体创建并改编了新的短格式视频。所有横幅和短格式视频都指向魁北克旅游互动网站，该网站帮助消费者计划前往魁北克的旅行，突出了Glennis和Kip的许多经历。还与主要旅行合作伙伴就本地集成进行了谈判。他们的影响力和参与的观众大大提高了纪录片的份额。相关性这个活动展示了一个旅游目的地如何从他们有影响力的媒体激活和他们的网站中学习，以了解真正触发感兴趣的旅行者预订某个地方旅行的原因。使用数据将正确的创意推送给正确的人，以及通过从不将相同创意的两倍推送给一个人来模仿魁北克的许多观点的策略，是紧密联系的媒体活动的一个例子。结果 • 活动期间在网站上花费的时间58% 较高 • 主要活动视频获得了2100万多次观看，50% 超出了预期。除了主要的视频，通过公关和本地展示产生了超过1500万次相关活动内容的视图。• 自活动以来，与魁北克目的地相关的关键字的搜索增加了535% %。• 该省的游客人数比去年增加了6% %。我们能够通过应用程序pixel完全跟踪1,256的访问native Touch (移动供应商) 和Air Transat (旅游航空公司和旅游公司) 的预订引擎，使我们能够以每位游客89.9美元的价格衡量媒体激活的roa。由于这种参与方法，在旅游类别中，我们首次将目的地的访问作为承诺的主要指标。执行该活动的主要视频帮助我们创建了一个受众群体，我们分析了这些受众群体，并与每个国家的旅游趋势进行了交叉。短格式视频通过程序化和社交媒体推送到数百个片段，这些片段与主视频的受众群体创建的个人资料相匹配。例如，展示魁北克丰富美食的视频和横幅被推送到被识别为 “美食家” 的细分市场。然后触发自动消息序列，并向这些消费者展示他们可能喜欢的其他活动 (如博物馆)。我们忠于我们的核心战略: 每个消费者从未两次接触过同一广告，因此，就像Glennis和Kip一样，对魁北克的景观和景点的多样性感到惊讶。 CampaignDescription 事实是，没有一个理由去魁北克旅行。有很多。魁北克是北美心脏地带的目的地，充满了欧洲的魅力。每天访问魁北克都是一次新的冒险，从体验独特的语言和文化到发现其广阔的风景。在魁北克，旅游产品是如此丰富多样，你可以住一个完全不同的经验，每一天。正是这种巨大的多样性使魁北克与众不同，我们希望在竞选活动中抓住它。一个房间，由直升机，卡车和船只运输，每天在新的目的地开放。这就是一个 “有很多风景的房间” 在一段3分钟的视频中栩栩如生的方式，展示了游客在魁北克可以做的许多事情。

有很多风景的房间

案例简介：Synopsis Unlike other destinations, Quebec does not have a distinctive landmark like the Taj Mahal, Empire State Building or Eiffel Tower. Nor does it have the cultural or social reputation of destinations like Amsterdam or Melbourne. Having no famous visual cue or audacious reputation makes it especially hard to distinguish Quebec from other destinations in highly competitive markets like France and the United States. Despites this situation, Quebec has an ambitious objective of increasing the numbers of travelers by 4.5% year after year for the next 3 years and leverage the consideration of Quebec as a major destination for travelers. Strategy The campaign’s main video ran online for two weeks, supported by display banners. Then, consumers who had interacted with our banners ads without viewing the main video until the end were retargeted. Then, new short format videos were then created and adapted for each audience segments, in each targeted country. All banners and short format videos led to Tourism Quebec interactive website that helped consumers plan a trip to Quebec, highlighting many of the experiences of Glennis and Kip. Native integrations were also negotiated with key travel partners. Their reach and engaged audience significantly boosted the shares of the documentaries. Relevancy This campaign shows how a travel destination can learn from their impactful media activation and their website to understand what really trigger an interested traveller to book a trip somewhere. The use of data to push the right creative to the right person as well as the strategy to mimic the many views of Quebec by never pushing twice the same creative to a person, was an example of a well-connected media campaign. Outcome • Time spent on the website was 58% higher during the campaign • The main campaign video received more than 21 million views, 50% more than expected. In addition to the main video, over 15 million views of related campaign content was generated through PR and native placement. • Searches for keywords related to the destination of Quebec have risen by 535% since the campaign. • The numbers of tourists in the province increased by 6% versus last year We were able to completely track 1,256 visits through the app pixel of Native Touch (mobile supplier) and the reservation engine of Air Transat (travel airline and tourism company) which allow us to measure the ROAS of our media activation at 89.9$ per tourist. Thanks to this engagement approach, for the first time in tourism category, we measured the visit at destination as a prime indicator of commitment. Execution The campaign’s main video helped us create a pool of audiences that we analyzed and crossed with the tourism trends specific to each country. The short format videos were pushed via programmatic and social media to hundreds of segments matching the profiles created with by the pool of audiences from the main video. For instance, videos and banners showing Quebec’s vast gastronomy offering were pushed to segments identified as “foodies”. An automated message sequence was then triggered and these consumers were shown with other activities they were likely to enjoy (like museums). We stayed true to our core strategy: each consumer was never exposed to the same ad twice, thus being, just like Glennis and Kip, surprised by Quebec’s diversity of landscapes and attractions. CampaignDescription The truth is that there isn’t one single reason to travel to Quebec. There are many. Quebec is a destination in the heart of North America, full of European charm. Every day visiting Quebec is a new adventure, from experiencing the unique language and culture, to discovering its vast landscapes. In Québec, the tourist offering is so rich and diverse that you can live a completely different experience each day. It’s precisely this great diversity that sets Quebec apart, and we wanted to capture it in the campaign. One room, transported by helicopter, trucks and boats, opening each day in a new destination. That’s how a “Room with many Views” came to life in a 3-minute video showcasing the many things tourists can do in Quebec