Sojern and Visit Tuscany Partner to Increase Online Awareness of the Destination

Sojern and Visit Tuscany Partner to Increase Online Awareness of the Destination

Sojern and Visit Tuscany Partner to Increase Online Awareness of the Destination

74%
video completion rate with a goal of 70%
7%
uplift in consideration of Tuscany as a holiday destination
7 in 10
brand lift survey respondents intended to take action as a result of the campaign

Summary

The Visit Tuscany team partnered with Sojern in 2021 on a six-week video campaign to drive brand awareness for Tuscany. Measured by a brand lift study conducted by OnDevice research, Sojern demonstrated a positive uplift in consideration to book travel to Tuscany.

Sojern Solutions Used

Advertising Channels

Working with Sojern was a great experience, we managed to create a campaign that helped increase the brand value and awareness of visittuscany.com. Via the OnDevice questionnaire integrated into the campaign, we better understood the overall perception of our brand.
Costanza Giovannini, Project Manager

About

Visit Tuscany

Tuscany is one of the most popular destinations in Italy, known for its landscapes, history, monuments, artistic legacy, and local hospitality. The Visit Tuscany team sought to showcase all that Tuscany has to offer to travellers and prove the effectiveness of their marketing efforts.

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Video example on laptop
Video example on laptop

About

Visit Tuscany

Tuscany is one of the most popular destinations in Italy, known for its landscapes, history, monuments, artistic legacy, and local hospitality. The Visit Tuscany team sought to showcase all that Tuscany has to offer to travellers and prove the effectiveness of their marketing efforts.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Visit Tuscany

Challenge

The Visit Tuscany team wanted to increase brand awareness and encourage travellers to visit the destination through engaging videos. They sought a partner who could support them in launching a campaign across several markets. As proving the effectiveness of ad spend can often be challenging for destinations, it was important to measure the impact of their ad spend and demonstrate increased intent to travel to Tuscany.

Approach

In the summer of 2021, Sojern activated a six-week long video campaign and brand lift study in collaboration with OnDevice Research. The campaign reached users in the UK, Germany, and France who had demonstrated travel intent for Tuscany, as well as those who might consider Tuscany as a destination. These users were shown one of Visit Tuscany’s engaging videos, highlighting the sights and sounds of the region. Viewers were prompted to answer a questionnaire to measure if their perception had changed after seeing the videos.

Results

The campaign drove consideration of Tuscany in all three markets. OnDevice Research surveyed 600 respondents, and seven in 10 noted an intent to research, visit the website, look for travel services, and book as a result of the campaign. There was a 7% uplift in consideration of Tuscany as a holiday destination. The campaign was also goaled with a 70% video completion rate and achieved a 74% completion rate.

Video ad example on mobile

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