Cook Islands Tourism

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Challenge

Cook Islands Tourism needed to understand which creative elements and channel mix contributed to brand awareness. They were also seeking to change consumer perception – from a resort-only travel destination to a place for more adventurous travelers to explore. Read the press release.

Solution

Custom audience segments

Built to reach psychographic-based consumer segments through targeted video, search and display ads delivered online and via social media networks.

Enhanced customer journey

By utilising ad serving technology, a deeper understanding of the customer journey could then be used to further optimise the media strategy.

Brand Impact Study

A brand measurement study was conducted in order to measure the uplift in brand awareness and perception as a result of the campaign.

41,000 click-throughs

Outcome

  • Brand recall of the Cook Islands increased by 5% and desire to visit increased by 3%
  • Digital advertising recall of 24%
  • Perception of the Cook Islands as ‘adventurous’ increased by 3% among Australians
  • Reached 2.5M unique audiences with over 41K clicks through to designated landing pages

We were excited to trial a programmatic advertising campaign with Pureprofile in our mission to increase awareness and change brand perception of the Cook Islands. It’s fantastic to see how programmatic advertising has been successful in changing consumer sentiment in such a short period. The addition of Pureprofile’s brand impact study has been an accurate way for us to measure our ROI.

 

KARLA EGGELTON, DIRECTOR OF SALES AND MARKETING, COOK ISLANDS