Introduction
The Turismo Friuli Venezia Giulia team partnered with Sojern on a multichannel marketing campaign focused on driving qualified traffic to their website and partner websites using travel data and highly targeted audiences. Sojern drove over 50% of website traffic during the campaign, and of those visitors, 1 in 4 visited a partner website.
Objectives
The Turismo Friuli Venezia Giulia team wanted to adapt their marketing strategies to focus on digital, but it was difficult to find relevant data for targeting, and it was important to measure the effectiveness of their campaigns. They were also challenged with transitioning from brand awareness and consideration campaigns to direct response campaigns. They sought a partner with a platform that could support them in their digital strategy using travel data, targeted audiences, and insights on their market.
"Before working with Sojern, our programmatic campaigns were mainly focused on getting brand awareness rather than direct conversions. Sojern's pixel helped us to track the whole funnel on the website and truly see the success driven from our marketing programs."
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Solution
In the fall of 2021, the Turismo Friuli Venezia Giulia team activated a campaign across display and video, with the goal of driving qualified traffic to their website, as well as their partner’s websites to learn more about the products that showcased how special the region was; ham, cheese, and wine. Using affinity audiences and Sojern’s travel intent data, the campaign reached Italian travellers who were actively searching for travel to Friuli Venezia Giulia as well as competitor destinations. Throughout the campaign, Sojern drove more than 50% of the visits to Turismo Friuli Venezia Giulia’s website. 1 in 4 users brought to the website by the campaign
also visited the partner websites, proving that the campaign was targeting the right audiences. “Before working with Sojern, our online marketing was focused on brand awareness, and very little on conversions. Now we can track conversions on the website and truly see the success driven from our marketing programs,” Stefano Taddio said.
About the Partnership
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"Before working with Sojern, our programmatic campaigns were mainly focused on getting brand awareness rather than direct conversions. Sojern's pixel helped us to track the whole funnel on the website and truly see the success driven from our marketing programs."
