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Key Results

12,195

Confirmed Users

30.82%

Increased Brand Lift

The Greater Poplar Bluff Area Chamber of Commerce, a local tourism organization operating under the website www.seetheozarks.com, aimed to promote a regional group of recreational areas to prospective vacationers seeking outdoor activities post-reduction of pandemic-related travel restrictions. With a focus on cost-effectiveness, Strategus collaborated with the organization on a 2-month Connected TV (CTV) advertising campaign to drive traffic to their website and recreational areas.

Overview

Facing budget constraints, the Poplar Bluff tourism organization aimed to attract residents within specific target geographic areas, including the St. Louis DMA, Arkansas, Dyersburg in Tennessee, Paducah in Kentucky, Illinois, and more. Their goal was to encourage individuals to engage in various outdoor activities such as hiking, floating, mountain biking, fishing, boating, and camping in the municipality's recreational areas. Past experiences with traditional broadcast media left the organization frustrated due to limited ability to hypertarget desired audiences and track campaign results effectively, leading them to seek a more efficient approach with CTV advertising.

Objective

Strategus devised a strategic approach leveraging CTV advertising to address the challenges faced by the Poplar Bluff tourism organization. By implementing a 2-month campaign, Strategus aimed to maximize the impact of the advertising budget while effectively reaching the target audience in the specified geographic regions. The campaign's primary objective was to raise awareness of the recreational areas and entice vacationers to explore the offerings available. Through carefully curated CTV ads, the organization sought to capture the attention of potential visitors and drive traffic to their website, providing them with valuable information about the recreational opportunities available in the Greater Poplar Bluff area.

 

The partnership with Strategus enabled the Greater Poplar Bluff Area Chamber of Commerce to achieve significant success in increasing awareness and driving vacationers to the regional recreational areas. By utilizing CTV advertising, the organization was able to overcome previous challenges associated with traditional broadcast media and effectively target their desired audience segments. The 2-month campaign yielded positive results, demonstrating the efficacy of CTV advertising in promoting tourism and outdoor activities.

Strategy

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