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Travel & TourismAdvertising Case StudyAudience TargetingNative AdvertisingPerformance Marketing

Leading DMO Uses Stories with SPARC, powered by Nativo Predictive Audiences, and Sees 80% Increase in Click Through Rate

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Leading DMO Uses Stories with SPARC, powered by Nativo Predictive Audiences, and Sees 80% Increase in Click Through Rate

Frequently Asked Questions

What is SPARC (powered by Nativo Predictive Audiences)?

SPARC, powered by Nativo Predictive Audiences, is an audience activation solution that leverages historical engagement data to build custom, behavior-based audience models for targeting and campaign optimization.

What was the objective of the tourism campaign?

The campaign aimed to evoke state pride and increase statewide travel among local residents in Florida by using visually engaging Stories and behaviorally targeted audiences.

What results did the campaign achieve?

The campaign produced an 80% increase in overall click-through rate, an 18% increase in time spent on content, a 16% increase in call-to-action rate, and CTRs of 3.9% for Gen Z and 3.6% for Millennials.

Why were Stories chosen as the creative format?

Stories are short, eye-catching, and social-style formats that better engage younger audiences and provide visually driven inspiration for local travelers—who require less educational messaging and more visual prompts.

How can my brand learn more or try SPARC?

You can request an on-demand demo to see how your brand can use SPARC with Nativo Predictive Audiences by filling out the demo form on the article page or visiting Nativo’s 'Get a demo' page.

AI-Generated Summary70-80% of original length
Original Article
Nativo worked with tourism company to boost statewide travel among locals

Leading DMO Uses Stories with SPARC, powered by Nativo Predictive Audiences, and Sees 80% Increase in Click Through Rate

Tourism campaign hero image

Issue

  • A leading Florida-based tourism company sought to evoke Florida pride and boost statewide travel among locals.

Intelligence

Leaning into Nativo’s travel vertical insights, the tourism company discovered:

  • Local travelers needed less education and more visual inspiration than airline travelers when making travel decisions.
  • Gen Z & Millennial audiences tend to be less Florida-loyal than Gen X & Boomers, opting to seek out unique adventures and experiences over locations.

Idea

Expand tourism company’s audience base using SPARC to drive engagement via Nativo’s Stories format.

  • SPARC, powered by Nativo Predictive Audiences, leveraged historical engagement data to build a custom audience model based on behavior, activating Florida-based target audiences with travel and adjacent interests.
  • Stories’ short, eye-catching format mirrors social platforms, which better engaged younger audiences and built awareness among broader local audiences.

Impact

Our collaborative campaign exceeded all KPIs with SPARC, powered by Nativo Predictive Audiences.

  • 80% increase in overall click-through rate.
  • 18% increase in overall time spent on content.
  • 16% increase in overall call-to-action rate.
  • 3.9% click-through rate in Gen Z audiences.
  • 3.6% click-through rate in Millennial audiences.

Fill out the form below for an on-demand demo to see how your brand can leverage SPARC, powered by Nativo Predictive Audiences, as you plan for a cookieless future.

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