Event Buzz
7m+ social impressions
Metric
Values
Metric
Values
Situation
Many travellers to New York State focus solely on New York City, often overlooking the rich and diverse experiences available across the wider state. Recognising that Australian and New Zealand travellers are adventurous and seek unique and enriching experiences, we launched a campaign with marketing tech platform Avid Collective to showcase New York State’s offerings beyond the city.
This initiative targeted travellers with a keen interest in adventure, culture, and gastronomy and sought to move them through the “funnel” to grow consideration for New York State for their next vacation and drive intent by “finding out more”.
Action
To ensure the campaign resonated with its target audience, branded content was developed in partnership with leading Australian publishers, including Gourmet Traveller, Boss Hunting, and The Guardian Australia. Each publisher was carefully selected to align with specific audience interests.
Gourmet Traveller, renowned for its focus on food, wine, and luxury travel, appealed to those drawn to culinary experiences. Boss Hunting, which targets aspirational audiences seeking adventure and luxury, highlighted activities such as golfing, hiking, and luxury resorts. The Guardian, celebrated for its blend of cultural and travel content, was an ideal partner for inspiring travellers looking for entertaining and thought-provoking ideas for their trips.
The campaign centred around three key content themes, each designed to maximise engagement by aligning with a publisher’s strengths. The Arts & Culture theme, led by The Guardian, featured itineraries exploring museums, historic mansions, and cultural sites in regions such as Central New York, the Catskills, and the Adirondacks. Wine & Food, championed by Gourmet Traveller, delved into New York’s extensive vineyards, wineries, and dining options, offering readers a taste of the state’s culinary diversity. Meanwhile, Outdoors & Adventure, presented by Boss Hunting, showcased an action-packed 10-day road trip itinerary, highlighting activities like diving, rafting, and mountain biking in Long Island and upstate New York.
Results
The campaign exceeded expectations, successfully driving intent at every stage of the travel marketing funnel, from building awareness to inspiring action.
A reader survey revealed the campaign’s impact, with 85% of respondents learning something new about New York State, leading to heightened interest in visiting. Familiarity with the destination also increased significantly, with 100% of readers feeling familiar after engaging with the content, compared to just 32% prior. The campaign elevated New York State’s appeal, with 65% ranking it higher as a travel destination and 62% considering it for their next trip. Additionally, it inspired 46% to plan a visit within the next year, while 78% expressed interest in seeking further information, generating 1,345 clicks to the ILNY website and related resources.
These results highlight the effectiveness of aligning content with publisher expertise to engage audiences and adopting a broad strategy to maximise impact. By focusing on themes that resonate deeply with Australian and New Zealand travellers, our campaign successfully increased consideration for New York State as a diverse and must-visit destination.
