BRIEF
The Come on Back campaign showcased Nashville as a compelling destination for travel in
2022 to premium and relevant traveller audiences. The objective of the campaign was to
reach new, highly targeted audience segments who were showing signals of intent for long
haul travel and US travel, driving consideration for Nashville. The campaign utilised impactful
formats to showcase Nashville’s attributes, while incorporating tour operator and airline
partners to drive qualified leads and ultimately sales and bookings to Nashville. Our partners
were: BA Holidays, BA.com and Trailfinders.
ACTION
For this campaign we used a combination of social, tactical display, and retargeting ads
delivered across premium travel content channels and selected target audiences (identified
via data targeting.) The campaign delivered impactful brand awareness and drove qualified
leads through to the campaign landing pages.
In addition to this we delivered a campaign across TravelPort which focused on promoting
Nashville to trade audiences who were in turn inspired to promote and book Nashville as a
destination for their UK customers.
RESULTS
● Total Impressions: 24,090,323
● Total Clicks: 24,826
● CTR: 0.10%
● Reach: 4,218,354
● Video Views: 466,796
● Nashville Engager Data Pool Size: 1,839,648
● The campaign completed in full and delivered an additional 9,730,099 Added Value
Impressions (Value of £30,678)
● We geo-targeted the 02 arena between 11-14 th March (Country to Country Music
Festival) where we saw 943,284 impressions delivered and a strong CTR of 0.29% and
a CVR of 52%
● BA Hols – During the campaign period, Nashville room nights were +93% versus the
same period in 2019
