$324M+
Economic impact from this campaign
2.5M+
Video plays across campaign tactics
97%
Video CTR (145% higher than similar DMO video campaigns)
The brief
Develop a meaningful, impactful, and authentic way to engage travelers and show them why Massachusetts is the best vacation destination
What we know
87% of Tripadvisor users stream weekly—all genres, all platforms.
What we created
We partnered with Visit Massachusetts to produce a custom video series to showcase six ‘Massachusetts Makers’ across the state's different regions. This series highlighted the unsung makers who make Massachusetts a destination like no other. As part of the full campaign, we also created a custom branded video hub, branded sweepstakes, and six branded trips.
*This report draws on multiple complementary data sources, including proprietary first-party data on bookable experiences and travel intent signals, Tripadvisor forum discussions, as well as third-party syndicated data. This includes consumer survey data and insights from GWI (GlobalWebIndex), a syndicated consumer research platform.