THE CHALLENGE

Reaching Canadians prior to international travel with the intent of raising awareness for a traveler’s vaccine, focusing on Canadian consumers, and a secondary focus on educating HCPs. 

Previous campaigns had been targeting Canadian travelers and focused on large-scale/ broad reach through broadcast and digital media; our challenge was to focus on refining channels to reduce media waste and reach niche travel audiences.

THE PLAN

The plan involved revising both broadcast and digital media buys to ensure higher quality inventory and more qualified traffic was being driven to the website to provide support for overall sales in Canada. 

This included updating the broadcast plan to focus on improving GRPs for conventional and specialty broadcast, removing radio, and pivoting a larger portion of the budget spend to focus on digital media, where targeting can be more precise and measurable.

The approach to digital media was simple: focus on travelers intending to travel to relevant regions, as opposed to casting a wide net. Targeting changed from in-market/affinity for travel to focus on destination-specific targeting, with a reliance on 3P audiences, PCAI-assisted audience building, and more customized affinity interests. Online video was also a focus, to ensure the usual broadcast commercial continued to be used, with the ability to measure performance more accurately.   

THE OUTCOME

With these major changes to the digital media approach, the campaign was able to drive:

• Over 31 million digital impressions in 2023
• Over 243k clicks back to the website. 
• Over 61k conversions were recorded, with an overall 25% conversion rate.
• Audience insights were more provided based on travel destinations, to help segment and inform strategy moving forward