Kangaroo Island Campaign Case Study

Kangaroo on a clifftop above the ocean on Kangaroo Island, South Australia

Hikers looking out over Middle River and the coast of Kangaroo Island

KANGAROO ISLAND

SOUTH AUSTRALIA

South Australian Tourism Commission tasked Story⁹ to create and deliver a digital video and tactical campaign for the UK&I and German Markets focusing on Kangaroo Island.

The campaign aimed to reinforce and increase the awareness of the South Australia to high value travellers using the diverse and compelling experiences available on Kangaroo Island as the platform to position South Australia as a must-see destination as part of an Australia itinerary.

The campaign focussed on the delivery of reimagined Kangaroo Island video assets using rich media video display, video on demand, Connected TV and Paid Social targeted using data alongside dynamic creative technology to match the content and messaging with relevant audience segments to ensure maximum interaction and engagement.

The campaign included tactical call to action messaging from First Class Holidays in the UK and Australia Unlimited in Germany to driving qualified travel intenders to the SA itineraries on their sites.

Exposed audiences were tracked and re-targeted using dynamic display to drive sales and conversions through the Tour Operators in each market

South Australian Tourism Commission tasked Story⁹ to create and deliver a digital video and tactical campaign for the UK&I and German Markets focusing on Kangaroo Island.

Exposed audiences were tracked and re-targeted using dynamic display to drive sales and conversions through the Tour Operators in each market

Showing UK and German travellers that Kangaroo Island belongs on their Australia trip.

Southern Ocean Lodge above a white-sand beach on Kangaroo Island

Kangaroos grazing above the bay at Emu Bay, Kangaroo Island

Swimmer with wild dolphins off Kangaroo Island

RESULTS

The campaigns for both markets performed exceptionally well, significantly over-achieving on all set KPIs and metrics in both UK and DE.

Overall impressions across UK and DE exceeded the KPI by almost 11% .
Overall campaign reach for UK and DE exceeded the KPI by 18%
Clicks / Arrivals to Tour Operators finished at 0.54% which is well above the industry benchmark of 0.1%
Total Interactions for the combined markets finished with an Interaction rate of 4.54% was also significantly above our 0.57% target.
Both UK and DE performed well individually in terms of Click/Interactions with 4.13% for UK and 5.36% for DE.
Video Views and Video Completion rates finished above target for both UK and DE with a 78.8% completion rate in the UK and an 83.37% completion rate in DE (significantly higher than the 50% video completion target).
Both UK and DE Tour Operators reported strong sales, exceeding their respective targets

The campaigns for both markets performed exceptionally well, significantly over-achieving on all set KPIs and metrics in both UK and DE.

Overall impressions across UK and DE exceeded the KPI by almost 11% .
Overall campaign reach for UK and DE exceeded the KPI by 18%
Clicks / Arrivals to Tour Operators finished at 0.54% which is well above the industry benchmark of 0.1%
Total Interactions for the combined markets finished with an Interaction rate of 4.54% was also significantly above our 0.57% target.
Both UK and DE performed well individually in terms of Click/Interactions with 4.13% for UK and 5.36% for DE.
Video Views and Video Completion rates finished above target for both UK and DE with a 78.8% completion rate in the UK and an 83.37% completion rate in DE (significantly higher than the 50% video completion target).
Both UK and DE Tour Operators reported strong sales, exceeding their respective targets

Beat every target in both countries, and the tour operators sold more holidays!