With the cookie becoming a thing of the past, Advance Travel and Tourism has evolved to provide cookieless targeting in the majority of our campaigns. This case study explores how Nashville Zoo partnered with Advance Travel and Tourism to increase their reach to out-of-state travelers. The target markets for this campaign were Chicago, Atlanta, Huntsville, and Bowling Green.

Campaign Strategy: The campaign kicked off in February 2024, with Display and YouTube campaigns starting on 2/1, and Paid Social and Paid Search starting on 2/22. The Display & Video campaigns ran through 4/30/24, and the Paid Search & Paid Social campaigns are set to run through February 2025.

Creative Examples

Results

Web Traffic+

7.4% increase

campaign clicks Grew by

495%

in first full month of campaign

96%

of web traffic was new users to the site

Market Performance

Chicago was the top city driving campaign traffic to the site, with site traffic from Chicago up 79% YoY. Website visits from primary markets were up by 21,890 users, and secondary markets saw an increase of 2,765 users.

Conclusion

The collaboration between Nashville Zoo and Advance Travel and Tourism has been successful in driving increased traffic to the zoo’s website, particularly from out-of-state visitors. The campaign has effectively increased brand awareness and engagement, leading to a significant increase in website visits and page views. The strategy of targeting specific markets has proven effective, with notable increases in traffic from these areas. The campaign continues to run, with the potential for further increases in engagement and visitor numbers.

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