Vacaay Campaign

Vacaay is a global ‘discovery stage’ travel platform built to help people explore the world and for the travel industry to reach & connect with the right audience. Vacaay is all about travelers dreaming, exploring, and planning their next trip.

Coming off the Global Innovation Challenger, Travel South’s newest content campaign with Vacaay will be targeting the Canadian, UK/Ireland, and Australia/NZ consumer markets, grouping Southern state content across themed content pillar home pages. Consumer audiences will be strategically targeted by both geographic location and demographic status. Each promotional track of this campaign will be centered around one of five Southern messaging themes: Music, Culture & Arts, Outdoor/Adventure, Culinary and History & Heritage. 9 states are participating in the multi-market campaign, either in all five pillars or a selection of certain niche themes pertaining to their strategic international messaging. Added value tiers include a mirroring travel trade advertorial promotion and incentive at a global level and a cooperative marketing campaign in Australia to convert the most engaged audience in market.

The campaign will be live for roughly three months – KPIs are based on guaranteed engagements, so the campaign keeps running until all deliverables are achieved – and all content will remain on site and available for state use well after the promotional period is over. Full reports will provide insights in to how different markets interacted with various themes and content.