Introduction
The Visit Tuscany team partnered with Sojern in 2021 on a six-week video campaign to drive brand awareness for Tuscany. Measured by a brand lift study conducted by OnDevice research, Sojern demonstrated a positive uplift in consideration to book travel to Tuscany.
Objectives
The Visit Tuscany team wanted to increase brand awareness and encourage travellers to visit the destination through engaging videos. They sought a partner who could support them in launching a campaign across several markets. As proving the effectiveness of ad spend can often be challenging for destinations, it was important to measure the impact of their ad spend and demonstrate increased intent to travel to Tuscany.
"Working with Sojern was a great experience, we managed to create a campaign that helped increase the brand value and awareness of visittuscany.com. Via the OnDevice questionnaire integrated into the campaign, we better understood the overall perception of our brand."
Solution
The campaign drove consideration of Tuscany in all three markets. OnDevice Research surveyed 600 respondents, and seven in 10 noted an intent to research, visit the website, look for travel services, and book as a result of the campaign. There was a 7% uplift in consideration of Tuscany as a holiday destination. The campaign was also goaled with a 70% video completion rate and achieved a 74% completion rate.
About the Partnership
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"Working with Sojern was a great experience, we managed to create a campaign that helped increase the brand value and awareness of visittuscany.com. Via the OnDevice questionnaire integrated into the campaign, we better understood the overall perception of our brand."
