UK consumers, primarily ABC1s, Generation X and Millennials
To raise awareness of all the outdoor activities that can be done in Nova Scotia.
To collect a database of individuals with a sparked interest in the destination that we could take on the path to purchase.
What we did:
Negotiated radio space and content campaign with radio station that had the best demographic match to our objectives.
We secured a tour operator partner to provide a holiday prize as well as call to action across the promotion.
We curated inspiring and enticing copy on the perfect road trip around Nova Scotia that incorporated all of the touring regions including Halifax Metro, South Shore, Yarmouth & Acadian Shores, Fundy Shore & Annapolis Valley, Northumberland Shore and Cape Breton Island.
To complement the competition page we crafted radio script for on air readouts.
Axis took firm control of all the creative artwork and copy to ensure the key messaging remained allied to with both our brand and that of our client.
21% opt in rate, which is nearly double the average opt in for the chosen radio station.
Over 5,000 unique page views to our own website during the week long campaign.
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