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Industry
Travel & Tourism
Challenge
Travel Texas aimed to increase awareness, consideration and visitation to the Travel Texas website, with a focus on driving intent and actual travel to the Lone Star State.
Results
The campaign drove significant gains across all key KPIs, including a lift in visitors to Texas and increases in awareness, consideration, travel intent and event website visits.
Key Product
Demand-Side Platform (DSP)
'Let's Texas'
Texas is a land of countless adventures, with experiences as big and bold as the state itself. To inspire Gen X and Millennial travelers to explore the state’s rich mix of offerings, Travel Texas partnered with Vistar Media on an innovative DOOH initiative. By seamlessly combining captivating creative with data-driven audience targeting, the campaign set a new standard for reaching people when and where it mattered most.
DOOH supercharges omnichannel strategy for Texas Travel
The campaign aimed to increase awareness, consideration and visitation to the Travel Texas website, with a focus on driving intent and actual travel to the Lone Star State. To attract new visitors, Travel Texas aimed to engage audiences with personalized creatives strategically placed in key markets.
The DOOH ads were part of a larger “Get your own trip to Texas” campaign integrated across TV, audio, digital, social media and print. While each channel supported the overall initiative’s goals, DOOH demonstrated its unique ability to inform, entertain and attract the target consumers in real-time.
-> Bullseye precision with Texas-sized reach
Travel Texas leveraged advanced audience targeting to create two distinct audience segments, focused on Millennials and Gen X travelers with varying household income levels. To enhance relevancy, the campaign ran across different venues for each audience–ensuring the message was seen by the right people, at the most effective locations and times.
Billboards | Gas stations | Residential buildings | Malls | Urban panels | Airports
-> Cross-channel retargeting
To maximize engagement and drive conversions, Travel Texas leveraged Vistar Media’s Device ID Passback solution to retarget consumers who were exposed to the DOOH campaign on their mobile devices.
-> Curating the Texas experience for the traveler
The campaign didn’t just rely on video and static ads; it used hyper-local, audience-relevant creatives to resonate with travelers based on their location, preferences and behavior.
To accomplish this, Travel Texas incorporated dayparting into their creative strategy—showcasing activities like hiking and exploring nature in their daytime creatives, while evening creatives invited audiences to experience Texas's vibrant nightlife.
Bigger and better results
To assess the success of the campaign, Vistar Media conducted three comprehensive measurement studies:
- A travel study with Arrivalist to gauge the impact of DOOH on actual consumer travel behaviors
- A brand study with MFour to assess brand health metrics like awareness, consideration and visit intent
- An online conversion study with Reveal Mobile to evaluate online activity and engagement
Thanks to Texas Tourism’s sophisticated audience targeting and creative approach, the campaign drove significant gains across all key KPIs, including a substantial lift in visitors to Texas and positive increases in consideration, future travel intent and website visits:
- DOOH-exposed audiences visited Texas 176% more than those unexposed
- Of these consumers, over 60% visited the state multiple times
- +22% rise in consideration to visit the state
- +78% lift in intent to plan a trip to Texas
- +94% increase in online traffic to the Travel Texas website
Recognized as an OAAA Media Plan Award winner and a Travel and Tourism Gold winner by The Drum Awards for Marketing Americas, the results underscore how OOH can fuel both top-of-funnel awareness and critical lower-funnel outcomes with real-world impact.