Cook Islands to build out digital marketing strategy after programmatic advertising success
Cook Islands Tourism (CIT) is looking to build out a comprehensive digital advertising strategy after its first-ever programmatic activity resulted in double-digit brand recall across Australia and New Zealand consumers.
The month-long programmatic campaign ran in April and encompassed video, search and display ads running across Web and social channels targeting Australian and New Zealand consumers. A key element was building custom audience segments into a data management platform (DMP) in order to reach the destination’s target consumer: The ‘soft explorer’.
CIT’s core ‘soft explorer’ audience is the traveller who is experientially led and likes to “discover the undiscovered”.
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