OCEANS TO OUTBACK
OCEANS TO OUTBACK
Multi Partner Campaign
Singapore Airlines, Tourism Northern Territory and South Australian Tourism Commission tasked Story9 with developing and executing a strategic and tactical digital campaign for the UK Market entitled Oceans to Outback.
The campaign was designed to educate High Value UK Long Haul Travellers on the experiences they could have as part of a combined trip across both NT and South Australia, positioning Singapore Airlines as the enabler and driving traffic and conversions via Singapore Airlines using dedicated Darwin and Adelaide sections of the SQ site.
The campaign used newly edited video delivered via rich media assets targeted across multiple digital channels including Digital Out of Home, VOD, Video Display, Paid Social using existing and proprietary data alongside premium travel media channels to drive audiences through their travel purchase cycle to book their trip “Oceans to Outback” with Singapore Airlines.
Exposed audiences were tracked and re-targeted using dynamic tactical display and social to drive sales and conversions through Singapore Airlines. The assets were tagged with audience capture tags that successfully built a constantly growing and refining pool of engagers, that were activated to drive sales for Singapore Airlines.
RESULTS
The campaign delivered 32.7 million impressions with a reach of 13m users. Performance highlights included:
- Video Views: Over delivered by over 560K video views (120% to target)
- Video Completes: Over delivered by over 850K video completes (160% to target).
- Video Completion Rate: was 67% which is 134% against our target of 50%.
- Click Through Rate (CTR%): was 0.44% which is 293% against our target and was significantly higher than our target of 0.15%. Social CTR%: was 3.72% which is 372% against our target of 1%.