How Explore Georgia and Nativo Achieved 152% CTA Rate Above Benchmark
Frequently Asked Questions
What was Explore Georgia’s primary objective with Nativo?
Explore Georgia wanted to increase awareness, build consideration, and lift visitation across all regions of the state while getting more impact from existing content beyond owned channels.
What formats and strategy did Nativo use?
Nativo repurposed Explore Georgia’s existing content and scaled it using proprietary Native Article and Native Story formats to reach audiences on premium publisher sites where users are already engaging with stories.
What were the campaign results?
The program delivered 129k additional page views, 123k additional hours engaged, 2.2x higher time spent than benchmark, and a 152% higher CTA rate vs benchmark. It also produced +54% time spent on ExploreGeorgia.org vs other media partners and a -25% lower bounce rate.
Did the campaign improve offline/booking outcomes?
Yes — the campaign lifted quality visitation online and offline and produced a lift in the booking window (60–180 days), a key goal for Explore Georgia’s content strategy.
Issue
Explore Georgia was seeking quality-driven ways to increase awareness, build consideration, and lift visitation across all corners of the state.
Their challenges were generating maximum impact with existing content beyond O&O channels, and understanding how to differentiate Georgia’s offerings from competitors in a saturated tourism market.
Intelligence
While many travelers do not start their research journey with a destination in mind, they are increasingly seeking out unique, differentiated, & unexpected experiences making Nativo’s storytelling platform the ideal partner to connect Georgia with travelers looking for new, unexpected experiences not far from home.
Idea
Launching a content distribution program to drive awareness, consideration, and action that elevates all corners of the state of Georgia by repurposing existing content and scaling it via Nativo’s proprietary Native Article and Native Story formats, reaching travelers where they’re already engaging with stories across the web.
Impact
The strategy extended the reach of Explore Georgia’s content, generating strong engagement that surpassed benchmarks across the board:
- 129k additional page views
- 123k additional hours spent engaging
- 2.2x higher time spent than benchmark
- 152% higher CTA rate than benchmark
Nativo was able to boost quality visitation both online and offline, from ExploreGeorgia.org to the Peach State itself:
- +54% time spent on ExploreGeorgia.org vs other media partners
- -25% lower bounce rate
- Lift in booking window (60-180 days), a key focus for Explore Georgia when running a consistent content strategy
Despite a modest budget by national standards, we were able to collaborate with Nativo and Miles Partnership to transform our existing content into fully integrated native formats across premium publications to educate the reader on Georgia’s travel offerings and elevate our brand presence.
Our content distribution strategy proves to be both effective and efficient in boosting engagement, quality website traffic and arrival lift throughout all regions of Georgia.
- Mark Jaronski, CMO of Georgia Department of Economic Development
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See us talk about this campaign on-stage at E-Tourism's 2023 Summit.
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