Introducción
Audubon Nature Institute is a nonprofit organization in New Orleans dedicated to celebrating, protecting and connecting guests to the wonders of nature through its family of animal rescue initiatives, conservation programs, species survival facilities, parks and attractions, including Audubon Zoo and Audubon Aquarium & Insectarium.
The team partnered with Sojern on a digital marketing campaign focused on reaching confirmed travelers actively booking trips to New Orleans. By leveraging Sojern's real-time traveler data, the campaign delivered powerful results, achieving a 13.91x ROAS in just under four months.
Building on the success of that, Audubon expanded its partnership with Sojern through the New Orleans & Company co-op, partnering with the destination to further extend reach and continue to engage high-intent and confirmed travelers with customized, attraction-specific campaigns. Together, these complementary initiatives help Audubon connect with travelers throughout the travel planning journey while supporting New Orleans as a destination.
Objetivos
The Audubon team identified a gap in its digital marketing strategy. While they were reaching audiences who showed interest in visiting New Orleans, such as those searching relevant keywords, they couldn't effectively reach travelers who had already booked trips to the city. To close that gap, they needed a partner that could identify and optimize toward confirmed travelers to New Orleans, ensuring their marketing investment reached visitors with the highest likelihood of converting.
“Our partnership with Sojern has demonstrated the value of applying real-time travel intelligence to destination marketing. This platform allows us to connect with confirmed and high-intent travelers while New Orleans is actively part of their consideration and booking journey. That level of precision has delivered exceptional conversion performance and return on ad spend for Audubon. Equally important, Sojern has been an outstanding strategic partner. Our campaigns are supported by truly experienced specialists, and our dedicated representative is proactive, accessible, and genuinely invested in our success. Their expertise and guidance help us make informed decisions and continually strengthen our tourism marketing strategy.”
Solución
Sojern worked with the Audubon team to launch a digital display advertising campaign focused on reaching confirmed travelers to New Orleans. Using Sojern's real-time traveler data, the campaign also layered in contextual audiences aligned with the attraction's key offerings, including sustainability enthusiasts, zoo and aquarium visitors, family travelers, and amusement and theme park seekers.
The campaign achieved a 13.91x ROAS, far surpassing the original 6–8x goal. The performance highlighted the value of targeting confirmed, in-market travelers actively booking trips and those already in New Orleans, rather than relying on broader contextual signals. Streamlined execution and clear, real-time performance reporting gave the Audubon team direct visibility into campaign performance and attributed revenue throughout the campaign.
Acerca de la asociación
Anfitrión:
Agencia:
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Socio de atracción:
Co-Op Partner:
“Our partnership with Sojern has demonstrated the value of applying real-time travel intelligence to destination marketing. This platform allows us to connect with confirmed and high-intent travelers while New Orleans is actively part of their consideration and booking journey. That level of precision has delivered exceptional conversion performance and return on ad spend for Audubon. Equally important, Sojern has been an outstanding strategic partner. Our campaigns are supported by truly experienced specialists, and our dedicated representative is proactive, accessible, and genuinely invested in our success. Their expertise and guidance help us make informed decisions and continually strengthen our tourism marketing strategy.”
