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CMO: Cook Islands to build out digital marketing strategy after programmatic advertising success

CMO: Cook Islands to build out digital marketing strategy after programmatic advertising success

Destination’s pilot brand awareness campaign results in double-digital online advertising recall and helps built out audience insights

Originally published: Campaign Brief, 21 August 2017

Cook Islands Tourism (CIT) is looking to looking to build out a comprehensive digital advertising strategy after its first-ever programmatic activity resulted in double-digit brand recall across Australia and New Zealand consumers.

The month-long programmatic campaign ran in April and encompassed video, search and display ads running across Web and social channels targeting Australian and New Zealand consumers. A key element was building custom audience segments into a data management platform (DMP) in order to reach the destination’s target consumer: The ‘soft explorer’.

The work was done in partnership with Sparcmedia and The Core Agency and importantly, supported by pre- and post-brand impact research by Sparcmedia’s parent company, Pureprofile. Read more >