Case Study / Cheeky Midweeky
Love Taupō ‘Cheeky Midweeky’ Campaign
952k people reached
Close to a million people were exposed to the inspiring experiences on offer in Taupō – encouraging them to consider it as a mid-week destination.
30.8k landing page visits
Over 30,000 warm prospects were inspired to click through to the landing page, where a range of mid-week deals were showcased.
9,400 bookings
A new flurry of direct booking enquiries to local tourism operators – in low season.
The Challenge
Love Taupō is a tourism brand tasked with promoting the Taupō region.
Typically, most visitors tend to travel to the region in the weekends, which means the weekdays can be quiet for accommodation and sightseeing operators. We therefore needed a way to help encourage visitors mid-week.
The Solution
A range of mid-week deals were created - these were branded ‘Cheeky Midweeky’.
An integrated campaign was then created to promote these deals.
Our media strategy was tight. We used Digital TV (CTV) to target small niche groups - with incredibly low media waste and sky-high viewing rates (97%) - on a small budget that would have previously excluded us from the compelling, selling and reach power of TV. This was supported by social and digital display activity.
We gained insight into ways to use lower cost, off-peak CTV with great outcomes. This medium then became even more valuable for future campaigns as we could apply these learnings to achieve cost-effective results.
What we did
Communications strategy
ROI strategy
Media strategy
Full-funnel comms strategy
Social strategy
Full-funnel campaign
Social media planning, buying & boosting
Video on demand
Video content
Paid social media advertising campaign
Digital remarketing
ROI performance management
ROI tracking & reporting
