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Cook Islands to build out digital marketing strategy after programmatic advertising success

21st August 2017

Cook Islands to build out digital marketing strategy after programmatic advertising success

By Nadia Cameron

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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CMO is a direct response to the rise of the Chief Marketing Officer (CMO) as technology buyer and business leader, and represents the first publication in Australia dedicated to this influential professional group. CMO addresses the unique leadership and management challenges chief marketers face as they look to align their own practices and insights with those of the business.

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