QUEENSLAND – LIONS TOUR CAMPAIGN
QUEENSLAND - LIONS TOUR CAMPAIGN
Multi Partner Campaign
In summer 2025 The British and Irish Lions will tour Australia and this will feature Test matches in Brisbane, Melbourne and Sydney as well as pre-test games in Queensland, New South Wales, ACT, South Australia, WA and Victoria between June and August 2025. Tickets and Travel packages will be on sale from January 2024.
To support this, Tourism & Events Queensland ran a multi-channel digital campaign developed and executed by Story9
A multi-channel digital campaign included the creation of an original video asset hosted within a set of large-format, rich media interactive display and social assets designed to bring to life the broad range of experiences available across Queensland to travelling Rugby Fans as part of their Lions Tour trip.
The video asset and interactive display units were served at scale using premium rugby travel channels including Sky Sports and Rugby World as well as data-targeted video display, VOD and social that utilised Story9’s proprietary Mobile Device ID Targeting. This targeting focussed on mobile devices tracked in the last year at all UK and European Rugby Stadia during key international matches.
A set of tactical assets were created and served to Lions Rugby Travel intenders who viewed the rich media formats, driving them through to the Lions Tour Travel booking site for further inspiration and to plan and book their experiences.
The campaign was tracked and optimised on a daily basis to ensure the successful achievement of all campaign KPIs and goals
RESULTS
The campaign performed very well across all metrics including impressions, reach, clicks/arrivals, interactions, video views and video completes.
- Impressions finished 113% to the full target
- Overall campaign reach finished 231% to the target
- Tracked Clicks / Arrivals to Qld.com and Lions site finished at 34,603, which was a click / Arrival rate of 0.70% which was much higher than the average industry benchmark of 0.1%.
- Interactions (including all clicks and physical engagements on the creative) finished exceptionally strongly, at 4.51% against the target of 0.46%
- Video views and completes also finished very well with total video views 140% to the target.
- Video completes finished at 144% to the target and delivered a Completed View rate of 51.47%
- Sales of Queensland Lions Tour Packages over the campaign period over-achieved the target, and continue to climb.
