Sojern & Tourism Western Australia Partner to Drive Brand Awareness and Economic Impact

The partnership focused on raising long-term awareness of Western Australia with the right travellers, as well as re-instilling traveller confidence amongst those actively considering a trip to Australia in the near future. They activated a multichannel campaign on Sojern’s platform with a suite of assets working together to move travellers through the funnel. Through a data-driven approach to audiences and using machine-learning, Sojern found travellers most likely to engage based on their past travel behaviour, real-time intent signals, and interests. Testing and learning refined targeting to hone in on engagers and converters. Measurement was a critical piece. Over a two-month campaign, a brand lift study with On Device Research showed that preference of Western Australia as a holiday destination grew after exposure, with 64% of those exposed taking an action after viewing an ad. Western Australia went from 5th to 1st place versus competitor destinations among exposed users, growing the share of travellers searching and booking Western Australia compared to competitors. All brand perceptions improved, significantly driving positive perceptions on Western Australia’s nature, world-class beaches, food and wine. More than 8 in 10 responded positively to the adverts–levels far exceeding the benchmark (55%) with those very likely to travel on a long-haul flight recording 94% positive responses. The team also saw return on ad spend through Sojern’s Economic Impact Reporting.