Now that's strategic!

Now that's strategic!

Vertical
Travel & Tourism
Services
Media Planning

Algoma Kinniwabe Travel Association Media Planning & Procurement 2014

Boosting website traffic by 84% compared to previous years—a key performance indicator to the level of awareness our media strategy set into motion.

Objective

To increase tourism bookings in Northern Ontario we were asked to plan, buy and traffic an integrated media campaign to support four main programs: Wilderness by Rail, Fish-Hunt, Fly-in Fishing, and Soft Outdoors.

Strategy

Focusing on the market regions of AKTA’s primary target audiences, we developed an integrated media plan that leveraged both traditional and digital channels, including print, television, online search, online display, pre-roll video, YouTube True View, and Google remarketing.

Results

Like we said—website traffic increased by a whopping 84% compared to previous years. By continually monitoring and optimizing online performance, we were able to be flexible and direct the budget to high performing areas and jump on new opportunities as they arose.  In-depth online tracking allowed us to segment and analyze the performance of markets, users, devices, channels, website pages and ads on an individual level. This comprehensive analysis will be instrumental in planning future campaigns.