30,000+ confirmed visitors
Tourism
Bookings
A national tourism board could not prove whether its social campaigns produced visitors. Navigator targeted searchers of the destination and its competitors, and tracked the trips they booked.
The Challenge
A national tourism board in EMEA was investing heavily in social media campaigns targeting broad audiences.
While they were achieving high impression and engagement rates, they had no way of measuring whether these efforts were actually converting into visitors to their destination.
Their campaigns directed traffic to their website, but without the ability to book flights directly, there was no clear way to track campaign effectiveness or prove return on investment.
The tourism board needed a solution that would not only reach high-intent travellers but also provide measurable proof of visitor acquisition.
It also brought into question the wastage which occurs when you target broad audiences. The tourism board believed over 75% of their current campaigns were being served to people who had no intent on flying to their destination or a similar one to theirs. Which is why they were looking for a much more targeted approach.
The Strategy
Navigator targeted two key audience segments across EMEA: travellers who had searched for the destination but not yet purchased a trip, and those who had searched for competing destinations.
These audiences were reached across the world's largest airlines, online travel agencies (OTAs), and metasearch travel websites, ensuring maximum reach during the critical booking window.
The campaign utilised Navigator's unique Tourism Board product, which not only delivered targeted advertising but also tracked the exact number of people who booked trips to the destination.
This closed-loop measurement capability provided the tourism board with definitive proof of campaign effectiveness and visitor acquisition.
It also gave detailed insights into which creative was working best from a customer acquisition perspective. Interestingly these were different to the creatives which were driving high click rates to open audiences.
This creative optimisation allowed for an even more efficient campaign, and maximising the number of people they were able to reach.
The Results
30,000+
Confirmed visitors attributed to the campaign.
€20
Under €20 cost per visitor acquisition.
€60m+
In inward tourism investment.
Proof
Definitive proof of marketing ROI through closed-loop visitor tracking.
The Conclusions
Being able to reach customers when they're actively considering a trip, combined with the ability to track exact visitor numbers to your destination, allows tourism organisations to prove the effectiveness of their marketing investments. Navigator's closed-loop attribution provides the measurable ROI that justifies marketing budgets and enables data-driven optimisation.
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