Travel advertising is a highly competitive industry, with brands constantly vying for consumer attention and travel dollars. With so many options available to consumers, it's essential for destination marketers to understand the effectiveness of their ad campaigns in driving tourism. However, measuring the impact of tourism advertising can be challenging, especially for destinations that are already well known. Our recent case study uncovers how R&R Partners worked with DISQO to showcase the success of digital advertising campaigns for their client, the Las Vegas Convention and Visitors Authority.
According to LVCVA’s Tourism Tracker, an estimated 38.8M people traveled to the Las Vegas area in 2022, making it one of the top travel destinations in the U.S. With such a large existing visitor base, it was clear there was already a high baseline of consumer awareness of Las Vegas as a tourist location. This posed a unique challenge for R&R in measuring the effectiveness of their advertising for LVCVA. They quickly realized they couldn’t rely solely on traditional brand lift metrics such as brand awareness, favorability, and familiarity, to indicate performance. Instead, R&R turned to DISQO to get a full-funnel view of campaign performance. In addition to asking people about their intent to visit Las Vegas, DISQO was able to provide data on the real actions people took online after ad exposure, such as search activities and site browsing. This information was collected directly from 100% opted in consumers on the DISQO platform.
Overall, the case study shows that behavioral metrics is key to understanding the full impact of travel advertising campaigns. While attitudinal measurement KPIs are important, there are instances when attitudinal lift data alone does not provide the full picture. By partnering with DISQO, R&R and LVCVA were able to uncover insights into both attitudinal and behavioral outcomes of their advertising. A combination of DISQO Brand Lift and DISQO Outcomes Lift metrics helped the agency fill in the measurement gaps and understand whether their campaigns for LVCVA were driving people to actually plan a visit to Las Vegas. This allowed them to understand true campaign performance, optimize their advertising and achieve remarkable success in influencing travel behavior.