Study Summary
Study Summary
Circumstance: The Utah Office of Tourism was launching an advertising campaign, but needed to validate the creative approach to understand how it would resonate with different traveler segments.
Circumstance: The Utah Office of Tourism was launching an advertising campaign, but needed to validate the creative approach to understand how it would resonate with different traveler segments.
Circumstance: The Utah Office of Tourism was launching an advertising campaign, but needed to validate the creative approach to understand how it would resonate with different traveler segments.
Methods: We used a multi-phase study to assess the advertisement's appeal across three key audience segments. In Phase 1, we conducted in-lab testing with 42 participants representing the three target segments. For Phase 2, we surveyed 916 national participants to validate findings at scale. During advertisement viewing we measured emotional responses, message comprehension, and intent to visit. We also identified universal appeal elements versus segment-specific concerns.
Methods: We used a multi-phase study to assess the advertisement's appeal across three key audience segments. In Phase 1, we conducted in-lab testing with 42 participants representing the three target segments. For Phase 2, we surveyed 916 national participants to validate findings at scale. During advertisement viewing we measured emotional responses, message comprehension, and intent to visit. We also identified universal appeal elements versus segment-specific concerns.
Methods: We used a multi-phase study to assess the advertisement's appeal across three key audience segments. In Phase 1, we conducted in-lab testing with 42 participants representing the three target segments. For Phase 2, we surveyed 916 national participants to validate findings at scale. During advertisement viewing we measured emotional responses, message comprehension, and intent to visit. We also identified universal appeal elements versus segment-specific concerns.
End Result: For ad elements, we found that participants were split on the music choice and disliked the quick-cut editing of images appearing on screen. However, there was a strong universal appeal to the natural scenery footage, with participants expressing interest in experiencing Utah's natural beauty in person. The campaign achieved the Utah Office of Tourism's highest ROI ever recorded at $595 for every dollar invested, drove record-breaking website visitation, and generated $3 billion in ad-exposed revenue. Additionally, it produced 2.1 million ad-exposed page views, increased enriched bookings by 34%, and achieved 47% ad awareness (a 74% year-over-year increase), demonstrating that the pre-launch insights we provided helped optimize a highly successful campaign.
End Result: For ad elements, we found that participants were split on the music choice and disliked the quick-cut editing of images appearing on screen. However, there was a strong universal appeal to the natural scenery footage, with participants expressing interest in experiencing Utah's natural beauty in person. The campaign achieved the Utah Office of Tourism's highest ROI ever recorded at $595 for every dollar invested, drove record-breaking website visitation, and generated $3 billion in ad-exposed revenue. Additionally, it produced 2.1 million ad-exposed page views, increased enriched bookings by 34%, and achieved 47% ad awareness (a 74% year-over-year increase), demonstrating that the pre-launch insights we provided helped optimize a highly successful campaign.
End Result: For ad elements, we found that participants were split on the music choice and disliked the quick-cut editing of images appearing on screen. However, there was a strong universal appeal to the natural scenery footage, with participants expressing interest in experiencing Utah's natural beauty in person. The campaign achieved the Utah Office of Tourism's highest ROI ever recorded at $595 for every dollar invested, drove record-breaking website visitation, and generated $3 billion in ad-exposed revenue. Additionally, it produced 2.1 million ad-exposed page views, increased enriched bookings by 34%, and achieved 47% ad awareness (a 74% year-over-year increase), demonstrating that the pre-launch insights we provided helped optimize a highly successful campaign.