Audio Streaming Case Study
When Visit Beaufort, Port Royal, Sea Islands first launched their tourism focused podcast, they knew they had to market it to potential travelers. Subscribers and downloads were slowly growing, but with the excellent content, it was important to get the word out more.
Visit Beaufort, Port Royal, Sea Islands partnered with Advance Travel and Tourism to enhance their current campaign with a focus on growing their podcast listenership. Voiceover ads, display ads, and social ads were created that drove potential listeners to the beaufortsc.org website, where people could click to their preferred podcast listening platform.
The campaign delivered over 200k V.O. (voiceover) and display ads on Spotify and nearly 300k ads on Facebook/Instagram. Spotify CTR performing above benchmarks at .23%, and social performing at 4% CTR.
The campaign assisted in increasing podcast subscribers and downloads.
Today, the podcast is still going strong and steadily growing, and has even won a few awards. The Visit Beaufort, Port Royal, Sea Islands team has done a wonderful job creating new and fresh content to it’s loyal visitors and future visitors.
If you are interested in learning more about how we enhance the visibility of the Inner Coastal Podcast, reach out to one of our destination marketing specialists.
Key Campaign Objectives
Reach new audiences to showcase and grow listenership of the newly launched Inner Coastal Podcast from Visit Beaufort, Port Royal, Sea Islands.
Tactics
:15 audio spots coupled with display ads on Spotify. Behavioral targeting was based on the following interests: family travel, sports, outdoor activities and podcasts.
Social media marketing was utilized for remessaging to promote the podcast to new audiences.
Results:
- The campaign delivered over 200,000 V.O. and display ads on spotify with the click through rate performing above the benchmark at .23%.
- Nearly 300,000 ads were served on Facebook and Instagram with a 4% click through rate.