Introduction
Peru is one of the world’s most varied countries–a multicultural nation filled with traditions, a unique gastronomy, and vast natural reserves. It is home to 12 UNESCO World Heritage Sites and 84 of the planet’s 117 life zones. Promoting a highly desirable tourist destination, the Peru Travel team and their agency, Irismedia, sought a partner that could harness real-time travel data to keep the country top of mind and attract the right travelers.
Objectives
Peru Travel and Irismedia looked to promote travel to Peru and position the country as a top destination to travelers. They understood the value of targeting travelers actively searching for trips to Peru and competitive destinations, and they needed access to custom travel audiences in order to do this. The team sought to activate media across channels using a full-funnel marketing approach that included retargeting to ensure they capture travelers while searching and booking. Additionally, they wanted to better understand security perceptions and general sentiments about Peru as a destination.
Working with Sojern has exceptionally enriched the performance of our campaign. The reporting the team shared was exactly what we needed and their support has been key to achieving the objectives. Without a doubt, Sojern has become a partner that Irismedia and Peru Travel will work with in the future.
Solution
Sojern and Irismedia activated a six-week long multichannel, full-funnel advertising campaign including display, video, and native channels to promote Peru to travelers searching for Peru and competitive destinations. To give Peru Travel and Irismedia more context on the campaign, the Sojern team also worked with travel intelligence partner, Mabrian, to provide additional insights around market and destination trends during the campaign, such as looking at the safety perception of Peru and interest in destination products and offerings through social listening. These insights showed that security perceptions in Peru were positive and corroborated that it was a good time to advertise.
The campaign results exceeded KPI goals on display (0.29% CTR vs benchmark 0.12%) and video (86% VCR vs benchmark 70%), with native showing strong performance (0.11% CTR vs benchmark 0.14%). Sojern’s Economic Impact Report showed 6,480 confirmed travelers and 32,437 flight searches to Peru throughout the six-week campaign, proving a positive return on investment. This report included footfall tracking to show actual in-destination visitors which helped prove the value of the marketing campaign in driving travelers to the destination.
About the Partnership
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Working with Sojern has exceptionally enriched the performance of our campaign. The reporting the team shared was exactly what we needed and their support has been key to achieving the objectives. Without a doubt, Sojern has become a partner that Irismedia and Peru Travel will work with in the future.
