How Azira and KHM Drove 69,000+ Visits for Destination Bryan Through a Multi-Channel Digital Ad Campaign Using A Unified Audience Strategy Across Channels
Key Insights:
Business Challenge:
Destination Bryan needed to drive awareness and visitation across competitive Texas drive markets while standing out against larger destinations like Dallas and Houston during peak holiday and travel planning seasons.
Solution:
Azira and KHM created audience segments to execute against a statewide, multi-channel campaign leveraging location insights, audience segmentation, and retargeting to reach high-intent travelers and measure real-world visitation impact. This one audience targeted across multiple channels for maximum exposure.
“Working with Azira and KHM allowed us to expand our reach across Texas in a meaningful way. Not only did we see strong engagement, but we were able to clearly connect our campaign efforts to real visitation in Bryan.”
Results at a Glance
Situation
Destination Bryan was looking to grow visitation beyond its immediate region and compete more effectively within Texas, where larger, well-established destinations like Dallas and Houston consistently capture the majority of travel demand—especially during high-stakes periods like the holidays and Spring Break.
Challenge
As a smaller DMA, Destination Bryan faced significant competition from larger, more established destinations like Dallas and Houston, particularly during December when travel demand peaks. The destination needed to break through a crowded market while ensuring messaging remained relevant to diverse traveler segments.
Additionally, influencing travel decisions early in the planning cycle was critical. Without repeated exposure and precise targeting, Destination Bryan risked being overlooked in favor of more well-known destinations. At the same time, the campaign needed to establish a benchmark for measuring real-world visitation, connecting digital media exposure to in-person visits.
Solution
Azira leveraged historical location data to identify peak visitation periods, including key moments tied to Texas A&M football games, to inform campaign timing and targeting. A comprehensive audience strategy was developed to reach audiences across nearly every DMA in Texas, focusing on high-intent segments such as foodies, wine lovers, leisure travelers, and Texas A&M fans and alumni.
Audience segmentation was further refined by differentiating between parents and non-parents, allowing messaging to align with distinct travel motivations and decision-making behaviors.
The campaign was activated using a unified audience strategy across Premium CTV, Display, Digital Out-of-Home (DOOH), and paid social (META). Rather than building separate audiences by channel, Azira activated the same high-intent audience across each environment, connecting mobile devices to the CTV households they belonged to, extending that audience into social platforms, and aligning messaging with the real-world locations those individuals moved through. This allowed Destination Bryan to reach the same individuals across screens and in the physical world, reinforcing messaging at multiple points throughout their daily journey.
To maintain performance, audiences were refreshed bi-weekly based on recent engagement signals such as impressions and clicks. This dynamic approach ensured targeting remained aligned with active travel intent, while allowing for ongoing optimization between audience segments and markets across Texas.
Results
The campaign generated impressive results for the destination:
- 1,990,298 impressions, delivering broad awareness across key Texas drive markets and ensuring Destination Bryan remained visible during a highly competitive travel season.
- 302,606 unique users reached, highlighting the campaign’s ability to scale efficiently while engaging a large pool of potential in-state travelers.
- 10,174 clicks at a 0.51% CTR, demonstrating strong campaign engagement and above-benchmark performance.
- 69,544 exposed visits from 11,352 visitors, showcasing meaningful real-world impact and validating the campaign’s ability to translate digital exposure into measurable visitation to Destination Bryan.
Building on this success, Destination Bryan and KHM continue to partner with Azira to optimize performance and drive visitation through data-driven, multi-channel campaigns.