Project Description
Research on family travel in Q1 of 2017 indicated a new trend of family travelers seeking domestic travel options over their typical desire to travel internationally due to potential travel bans and the political climate. H|DM wanted to provide a way to immediately boost seasonal exposure for their clients who have a large stake in the family travel market between April 18, 2017, and June 15, 2017. So, we developed an integrated travel marketing campaign that included: a national satellite media tour, blog posts by international family travel expert, audio news releases, radio interviews, online placements, and social media posts for Facebook and Twitter.
Planning
H|DM integrated traditional television, radio, and add digital influencer components along with online coverage to easily reach a diverse audience with the intended messaging.
Objectives established were:
- Reach a minimum combined audience size of 15,000,000 between April 18, 2017, and June 15, 2017
- Between April 18, 2017, and June 15, 2017, generate a minimum of 40 total media placements that feature a mention of all four clients in each
- Secure a minimum of five live broadcast opportunities on morning shows in top 40 U.S. markets on the morning of April 18, 2017, through proactive pitching
- Produce an audio news release that will be distributed between April 18, 2017, and June 15, 2017, and air on a minimum of 500 stations while tracking advertising value equivalency of a minimum of $10,000 per radio airing.
Implementation
The campaign was scheduled to begin on April 18, 2017, and broadcast live from a studio on Broadway in New York City. H|DM selected Eileen Ogintz, nationally syndicated family travel columnist and frequent Fox & Friends contributor on family travel, to be the voice and the face of the campaign.
Eileen included one blog post featuring each participating client on her blog and elevated the reach of the posts with social media mentions to her core family travel audience.
H|DM’s production team pitched the family travel story angle, booked studio time, and honed messaging to be impactful.
Evaluation
Objective 1 Result: H|DM reached a combined audience of 43,083,620 which was 187.22% higher than expected April 18, 2017, and June 15, 2017.
Objective 2 Result: H|DM secured 59 placements between April 18, 2017, and June 15, 2017, which was 19 more than expected.
Objective 3 Result: H|DM secured 15 total morning show segments of which nine were in top 40 U.S. markets which was four more than expected.
Objective 4 Result: H|DM produced an audio news release and distributed it in April 2017 and tracked airings on 505 stations with an AVE of $17,675.00
