Summary

Australian tourism board Tourism NT partnered with Atomic 212 to dispel the winter blues by targeting city dwellers with personalized ads across Search, Social, and Programmatic Display, which were activated by real-time, localized temperature levels. Leveraging WeatherAds technology, the campaign smartly activated aspirational, 'summertime' creative only when temperatures dipped below 12°C in major Australian cities, driving a 19% improvement in CPM and exceeding impression volume forecasts by 90,000. This innovative weather-triggered approach not only boosted campaign efficiency but also delighted the client, demonstrating the power and effectiveness of weather-targeted advertising for the travel and tourism industry at large.

Background

Tourism NT are the tourism board for Australia’s Northern Territory. Their agency, Atomic32 were given the challenge of devising a fresh campaign concept to boost tourism to the Northern Territory. The Northern Territory benefits from a much warmer, sunnier climate than the Southern and South- Eastern states where many of the major cities (such as Melbourne, Sydney and Brisbane) are located. Tourism NT decided to use this fact as a central hook for the campaign.

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Strategy

The goal was to build awareness amongst potential vacationers in the major cities in Australia throughout the winter months, specifically during spells of cold weather. The strategy was to serve personalized ads to audiences at the exact moments when they were likely to be most receptive to sun and sea getaways, using real-time local temperature as a decisioning signal.The campaign would serve inspirational ‘summertime’ creative and messaging as a further counterpoint to the cold weather being experienced by the viewer, thereby improving potential cut by means of maximizing the emotional response (ie the desire for a sun and sea getaway) within the viewer.

Execution

Atomic 212 leveraged WeatherAds to deliver hyper-contextual weather targeted ads across Google Search, Facebook, and Programmatic Display via Display & Video 360. They set up a geo-targeted structure within the respective ad platforms with different customized messaging for the major cities in Australia. Automated rules were then created in WeatherAds to activate ads across Meta, Google Search and Dv360, in those cities and at those exact times when local temperatures dipped below 12°C, whilst conversely pausing ads during periods of warmer weather.
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Campaign results

The WeatherAds campaign was tested against their standard awareness campaign - both having a CPM goal as the primary KPI for success. The WeatherAds campaign was a clear winner, delivering significantly better efficiency, at lower CPM, and helping to drive impression volume well above forecasts.

• 19% Improvement in CPM: The WeatherAds campaign delivered a CPM of $2.20 compared to the standard campaign's $2.85, a significant improvement in efficiency.

• 90,000 Additional Impressions: By delivering relevant ads at the right time, Atomic 212 surpassed campaign impression forecasts by 90,000.

• High Client Satisfaction: Tourism NT were delighted with the results, with plans to incorporate further weather-based executions into their ongoing strategy.

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Client Feedback

"WeatherAds provides a great technology solution that allows us to deliver ads that are contextually relevant to our audiences looking for Summer vacation ideas. With this execution we were able to deliver a 19% improvement in CPM vs our control campaign." said Matthew Baker, Performance Director at Atomic 212.

“WeatherAds provides a great technology solution that allows us to deliver ads that are contextually relevant to our audiences looking for Summer vacation ideas.”

- Matthew Baker, Performance Director at Atomic 212.