Tourism is being shaped by over a third of Aussies who say that film and TV are the most important sources for travel inspiration, writes Richard Wheeler, head of sales, Samsung Ads ANZ.
On-screen locations have become popular destinations for audiences, creating a new wave of travellers called ‘set-jetters’. They are spending big to walk in the footsteps of their favourite characters, which is why travel brands are increasingly placing Connected TV at the centre of their advertising strategies.
Rise of the set-jetters
Set-jetting is why the Four Seasons hotel was booked solid for six months after the premiere of the White Lotus, the reason more than half a million Lord of the Ring fans flock to New Zealand every year, why Bluey fans are bound for Brisbane and fashionistas flock to France a la Emily in Paris.
Australia even got in on Expedia’s Set-Jetting Forecast last year with the release of the Mad Max prequel, Furiosa, which was filmed in NSW.
But while most travel brands can’t afford to produce an entire Hollywood blockbuster or series to entice travellers, there are plenty of ways to reach and engage with Connected TV (CTV) audiences seeking destination inspiration.
Australian airline reaches altitude with Samsung Ads
Right now, consumer and advertising spend is growing across the travel sector, despite economic challenges—making it the perfect time for airlines, hotels and cruise operators to raise their game on the biggest screen in the home
Samsung Ads recently ran an ad campaign for a domestic airline to help build brand consideration amongst Aussie audiences from the moment they switched on their TV. Through impactful native ads on the TV home screen—where consumers spend a lot of their time discovering new and relevant content—the airline became unmissable.
Connecting flights with passengers old and new
The ad campaign landed most strongly with those who had recently travelled on the airline, but Kantar Brand Lift Study results also showed a significant 10 per cent lift in consideration amongst those who hadn’t flown with them in over a year. By tapping into CTV’s audience insights, we were able to target audiences with travel interests, generating even greater results versus broad reaching placements. This approach helped lift brand perceptions amongst travellers including a 20 per cent lift in relatability, 11 per cent increase in value for money, and 16 per cent boost in brand love.
The key to a successful CTV advertising campaign lies in brands understanding the full breadth of targeting capabilities so they can reach the right households, in the right environment, at the right time.
It’s not over until the booking confirmation arrives
In Australia, we know Samsung households love to travel. Almost half of our audiences spend above average on both domestic and international travel, while the majority fall into the high income bracket. Samsung TV households earn more and spend more, according to the GlobalWebIndex. More importantly, we know many are real travellers with plans to go on holiday this year.
But with one in three changing their mind during the planning phase, it’s important for advertisers to reach, engage and retarget consumers from inspiration right the way through to booking confirmation – and beyond.
True blue set-jetters
With Smart TVs now in 80 per cent of homes, offering a holistic view of audience travel interests, behaviours and preferences across platforms, brands have the tools at their fingertips to reach their target audience at scale.
And, with reports of an uptick in overseas production companies choosing Australian filming locations for their cinematic backdrops, travel brands who adapt their advertising strategy early will be ready to capitalise on the set-jetting opportunity ahead on the biggest screen in the home
