Case study · Travel and tourism
Trading snow for sunshine with an audio first strategy
How Winstar used weather triggered streaming audio and podcast ads to drive website traffic and visits to a Southwest destination from cold weather markets.
Bring more visitors to the Southwest
A destination marketing organization wanted more website traffic and more tourists visiting the Southwest. Winstar was asked to create the audio campaign and prove its impact on website conversions.
- Client: destination marketing organization
- Markets: cold climate metros with direct flights to the Southwest, led by Chicago
- Channels: streaming audio, podcast and second screen retargeting banners
- Audience: travelers with household income of $250K+ and an interest in luxury travel
- Measurement: audio attribution pixel on ads and the client website
Reach travelers when winter hits hardest
We combined brand awareness audio with precise targeting and attribution, so every ad reached a likely traveler and every visit could be traced back to the campaign.
Temperature triggered creative
Three creatives ran based on local temperatures. During a blizzard, listeners heard that while the rest of the city dealt with the storm, they could be enjoying 72 degree weather.
High value audiences
Behavioral targeting for affluent listeners researching travel, focused on cold climate markets with direct flights to the destination.
Retarget and attribute
Exposed listeners were retargeted with second screen banners, and an attribution pixel on the ads and website captured non click visits.
Audio drove engagement well above expectations
Increase in click through rate
- Premium and run of network audio inventory
- Weather triggered creative rotation
Increase in click through rate
- Dynamically inserted podcast ads
- Reached travelers during research mode
Conversions captured
- Tracked visits that would otherwise be credited elsewhere
- Top visited pages: events, activities, dining and golf
Audio is a performance channel when you measure it right
- Most audio is heard on mobile, so clicks undercount its impact. Non click attribution shows the real effect.
- Weather triggers turn a brand message into a timely, personal invitation.
- Pairing audio with second screen retargeting keeps the destination top of mind through the booking journey.
Weather targeted audio for a performing arts client
Weather matched creative delivered a 4.4x return on investment and a 97.2% listen through rate.