How Travel Nevada Used Content to Drive Email Signups
Who Averaged Spending
With each piece of content (2X increase)
An average of 121 email sign-up’s
per piece of content (39X increase)
Travel Nevada’s Goal: Lead Generation and Engagement
Travel Nevada’s desired outcome with this campaign was to engage the right audiences and get them to sign up for their newsletter; while also educating and inspiring them to book a trip to the Silver State.
Our Solution: Use Owned Content to Target Likeminded Travelers
inPowered amplified Travel Nevada’s travel informative & inspiring blog content to entice new audiences to take a trip to Nevada. inPowered’s AI-Powered Content Distribution platform enabled Travel Nevada to test over 2000 variations of ad permutations by testing various headlines, images, audience interests, and demographics through API; and optimize in real-time to best performing variations enabling Travel Nevada to attract new audiences almost 3x more efficiently than before. inPowered’s technology then showcased the right call-to-action after 15 seconds of engagement to drive audiences to sign up for Travel Nevada’s newsletter, which resulted in 4% of visitors to register for their newsletter.
- 107 second average time spent on site, 2.5X higher than the industry benchmark.
- Reduced Cost-Per-Engagement by 57% compared to CPE without AI-powered distribution.
- Travel Nevada renewed its partnership with inPowered for FY2020.
“Our goal through this campaign for Travel Nevada was to utilize an intelligent and cost-efficient way of capturing leads through content marketing, while continuing to distribute native at scale and drive quality site traffic. Nevada has a ton of great content on their site, particularly about their curated road trips, and we wanted to ensure we were optimizing the distribution of this content rather than focusing on efforts that would simply generate more. While Travel Nevada’s past inPowered campaigns generated really strong on- and off-site performance that significantly exceeded campaign benchmarks, we were able to take their efforts a step further in this campaign by leveraging AI-powered calls-to-action to grow their internal re-marketing lists with these engaged users. Once the audience had engaged with Travel Nevada’s road trip content on-site for 15 seconds, specific calls-to-action featuring a simple data capture would appear; this technology allowed for seamless capture of the reader’s information without requiring a secondary touchpoint to obtain that data and build a pool of pre-qualified, opted-in leads. We also securely fed the data directly into Travel Nevada’s CRM, providing them with a profile to target via re-marketing opportunities to continue more tailored, on-going communication with potential and returning travelers to the state. We learned that Travel Nevada could utilize this AI-powered technology to take an otherwise upper-funnel tactic and create meaningful connections with their most engaged audiences, pulling users further through the traveler’s journey to consider a visit to Nevada. Not only has this facilitated on-going communication between Travel Nevada and these potential visitors, but it has also helped shape the approach to future content strategy, allowing us to hone in on the topics or road trips that resonated most with consumers…insights that are especially critical now during COVID-19 and its impact on the travel industry as a whole.”
This campaign amplified six articles directly from Travel Nevada’s owned content hub. The stories promoted were dedicated to inspiring local road trips, highlighting a variety of stories relating to specific destinations within the state such as the Great Basins & Pioche, Las Vegas’s oldest bar (Atomic Liquor), and the ET Highway.
Travel Nevada used inPowered’s AI-content distribution to run 3,888 different ad permutations, using this extensive testing to figure out the most optimized amplification and distribution. They tested each piece of content with a wide-varying audience, which included:
- Men and women.
- Six specific age brackets (18-24, 25-34, 35-44, 45-54, 55-64 and 65+).
- Users on both on desktop + mobile devices (iOS and Android).
- Interested in a variety of outdoor + travel-related topics, including (but not limited to) “weekend trips,” “outdoor recreation,” “dining out,” “adventure travel,” “summer vacation” and “travel + leisure.”
- Living in Reno, Las Vegas, San Diego, Sacramento, Dallas/Fort Worth, and Portland.
Using inPowered’s AI-technology, it was determined that the audiences most efficiently engaging with Travel Nevada’s content were:
- Both men and women.
- Living in or around Boise, Idaho, and Dallas/Ft. Worth, Texas.
- Age groups 25-34 and 55-64.
- Using a mobile/Android device.
- Self-identifying as having a strong interest in personal + professional travel, primarily within the USA. Specific top topics included “outdoor recreation,” “travel,” “road trip,” “Nevada” and “adventure travel.”
With the overarching goal of this campaign being email sign-ups through the engagement of content, Travel Nevada utilized inPowered’s Content Intelligence to apply calls-to-action across each piece of content and achieve real business outcomes like lead generation. Using inPowered’s AI, they were able to determine that “Plan Your Trip,” “Plan Your Visit” and “Find Your Adventure” were the Next Action’s consumers were willing to take in order to provide their email addresses. Ultimately, “Plan Your Trip” was the top performer. By testing various calls-to-action, it also allowed Travel Nevada to inform and refine refining future content creation strategy — optimizing performance towards the content clearly performing best as shown thru Next Action CTR’s.