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First-Party Targeting Drives +140% Lift in Visitation for Travel Wisconsin

+142%

Arrival lift

79%

Increase in cost-per-unique-arrivals

30,324

Trips to Wisconsin attributed to ad exposure

The Challenge

For Travel Wisconsin, adventure is always in the air. But with autumn right around the corner, they had a new quest to accomplish: drive more people to schedule their fall getaways in their great state during one of the most colorful and vibrant times of year.

The Solution

Travel Wisconsin’s Fall Color Report, which was featured on their website, was a sure-fire solution to spark excitement and positive sentiments around fall getaway planning. To drive website visitation, they used a mix of audio advertising on SoundCloud and Pandora to get in the ears of their target audience. For maximum impact, SXM Media used first-party targeting to reach travel enthusiasts, casual travelers, vacationing families, and outdoor enthusiasts.

The Results

Travel Wisconsin’s audio messaging painted a picture, and clearly it was one their listeners wanted to see first-hand. The brand used Arrivalist to measure their results, and they enjoyed an impressive +142% arrival lift. They also saw over 30,300 trips to Wisconsin attributed to ad exposure, with 53% of those arrivals happening during their ideal travel month, September. And to top it all off, the campaign boasted an impressive 79% improvement in cost-per-unique-arrivals compared to previous initiatives.

Travel Wisconsin leads with data-informed strategies, and we actively seek out advertising partners that share this mindset. The combination of this data-driven approach, including Travel Wisconsin’s brand discipline and SXM Media’s precise targeting capabilities, helped us reach memory makers looking to create shared moments of joy in an impactful way. As a result, we saw significant incremental visitation to Wisconsin, with our audio ads through SXM Media outpacing our campaign average.

Shane Brossard, Chief Marketing Officer, Travel Wisconsin