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Case StudyTourism & DMO MarketingAudience TargetingAd Tech / SPARC

A State DMO Sees a 300% Increase in Call-To-Action Rate Using SPARC vs. Traditional Targeting

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A State DMO Sees a 300% Increase in Call-To-Action Rate Using SPARC vs. Traditional Targeting

Frequently Asked Questions

What was the main objective of the DMO campaign?

The DMO aimed to drive increased consideration for relocation to their state by tailoring content to audience priorities discovered through tourism engagement data.

What is SPARC and how was it used?

SPARC, powered by Nativo Predictive Audiences, leveraged the DMO’s historical engagement data from past tourism campaigns to build a custom, behavior-based audience model that targeted users most likely to consider relocation.

What additional measurement was used to inform content strategy?

Nativo ran a Brand-Impact Survey to determine and rank the priorities that matter most to potential residents, using those insights to shape messaging without disrupting engagement.

What was the campaign result?

The campaign using SPARC delivered a 300% increase in the call-to-action (CTA) rate compared to traditional targeting approaches.

How can I access the full case study?

The original page includes a HubSpot form to download the complete case study. You can view the article on Nativo and use the embedded form to access the full report.

AI-Generated Summary70-80% of original length
Original Article

Issue

A DMO sought to drive increased consideration for relocation to their state with content tailored to their audience’s priorities.

Intelligence

While more people are looking to trade big cities for peaceful retreats for vacations, uprooting your life & moving to one hinges on different criteria.

  • Nativo’s Insights Platform found that audience personas related to remote work and leisure travel were the most engaged in the DMO’s tourism content.
  • Reaching travelers with messaging about what they valued most would bridge the gap between the DMO’s tourists and potential residents.

Idea

Use SPARC to drive consideration for workforce & relocation for a state DMO while gathering insight into decision-driving factors.

  • SPARC, powered by Nativo Predictive Audiences, leveraged this state DMO’s historical engagement data from previous tourism campaigns to build a custom audience model based on behavior.
  • Nativo’s Brand-Impact Survey determined ranked priorities to inform content strategy without disrupting engagement, in order to drive interest in relocation to the state DMO.

Fill out the form below to download the complete case study and discover the impact and insights.

[Download form embedded on original page]

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