The Situation The Tennessee Department of Tourist Development (TDTD) runs campaigns throughout the year to stay top of mind and show Americans the beauties and benefits of Tennessee. As a part of this, TDTD’s Director of Marketing launched a multi-seasonal programmatic campaign in 2014 to increase engagement among the brand’s target markets like Atlanta, St. Louis, and Cincinnati. The summer leg of the campaign ran from July to August, and the fall leg ran from September to October. The Action TDTD executed a geo-targeted campaign geared toward two distinct customer groups: priority markets and maintenance markets. Digital advertising enabled the brand to reach consumers online and drive them back to TNvacation.com; programmatic advertising delivered the brand’s message to the right consumers, with machine-learning guiding targeting. The Result The brand exceeded its goal, achieving a 0.12% click-through rate – well above industry standard. The video portion of the campaign achieved a 76% completed-view rate across 4.4 million vide views. TDTD’s actionable creative![]()
