Brand USA has chosen to partner with us in a 6-month digital campaign to inspire European travellers to book their perfect US holiday, by finding the perfect destination that matched their favourite music genre. The challenge was to promote less known US destinations to a specific target audience spread across 5 key European markets.
In 2017 lastminute.com launched 'Music Makes you Travel', a marketing initiative which used music to inspire the desire to travel.
This campaign gave us access and expertise in the music & travel fields, confirming that there was indeed a correlation between the two industries.
We decided to use our consolidated platforms to inform over 60M customers about America's Musical Journey, influencing their booking behaviour through their passion: music.
We brought Brand USA’s video and photo content to life through the creation of a bespoke-design content hub curated experience. The main objectives were:
We developed 50 landing pages in 5 different languages and promoted the experience across our owned and operated channels.
Inspiration and Awareness: we inspired visitors travelling choices by strategically offering tailored experiences and grouping them into 9 music genres and itineraries. The awareness is attested by the incredible results of impressions, page views and clicks from traffic drivers.
Customer positive sentiment: the creative idea of bringing a contest to life allowed us to gather significant travel insights. The most relevant data we obtained was that 77% of respondents to the survey said they would consider travelling to the USA to experience the music scene or a music festival. Furthermore, the top 3 performing music genres were jazz, soul, and rock, giving us a clearer idea of which destinations would eventually become more popular.
Convert interest and engagement into bookings: results show a +17% YoY growth in room nights and that 8 of the 11 cities featured in the campaign outperformed YoY. We proved that customers are able to travel following their music passion, as we have managed to convert visitors into bookings.
in the cites promoted