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How a Tourism Board Engaged Diverse Travelers with Curated Content Through Nativo

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How a Tourism Board Engaged Diverse Travelers with Curated Content Through Nativo

Frequently Asked Questions

What was the tourism board's challenge?

The tourism board wanted to attract more diverse travelers, with a specific focus on increasing engagement among Black travelers.

What approach did Nativo use to increase engagement?

Nativo increased spend and delivery across Black-owned publishers and distributed curated content that highlighted African-American culture, particularly around Juneteenth.

What were the measurable results?

Average time spent on content rose to 75 seconds (2.5x above benchmark) and the call-to-action rate reached 4.15% (1.4x above benchmark). Overall, Nativo observed a 150% lift in time spent and a 38% increase in CTA rate among Black travel engagers.

How can other brands achieve similar results?

Brands should develop culturally relevant, curated content distributed on publishers that authentically reach the target demographic and align media spend to amplify distribution during relevant moments and events.

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

How a Tourism Board Engaged Diverse Travelers with Curated Content Through Nativo

Nativo partnered with a tourism board to create tailor-made content aimed at fostering engagement among Black travelers

Published: 2025-08-29

Tourism Board Curated Content

Issue

A tourism board came to Nativo looking for a solution to attract more diverse travelers, with a focus on driving engagement among Black travelers.

Idea

Nativo increased the brand’s spend and delivery across Black-owned publishers, distributing curated content that highlighted African-American culture leading up to and throughout Juneteenth.

Impact

Nativo was able to drive significant improvement of the Tourism Board's engagement among diverse travelers:

  • 75 secs Average Time Spent on Content – 2.5x Above Benchmark
  • 4.15% Call-to-Action Rate – 1.4x Above Benchmark

Insights

Distributing curated content that speaks to Black travel engagers' specific interests drove a 150% lift in time spent on content and a 38% increase in call-to-action rate.

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