How Azira and Visit Fort Worth Increased Destination Awareness and Drove 8K+ Visits During a Competitive Travel Window
Key insights:
Business Challenge:
Position Fort Worth as a must-visit destination for Chicago travelers and strengthen demand during a highly competitive late-season period.
Solution:
Azira executed a targeted digital ad campaign using precise audience targeting to amplify Fort Worth’s presence in Chicago and drive visitation.
“Azira quickly became an extension of our team. Their ability to translate our digital ad strategy in Chicago into precise, data-driven targeting made an impressive difference in how effectively we reached high-value travelers.”
Results at a Glance:
Situation
As Fort Worth approached the end of peak travel season, competition in the Chicago market became increasingly competitive and saturated with destination advertising. Chicago is a critical fly market for Fort Worth, making it essential to reach the right traveler segments effectively.
Challenge
Chicago travelers were being heavily pursued by other U.S. destinations and international markets. With travel seasonality shifting downward and competing cities increasing spend, Visit Fort Worth needed a way to stay top-of-mind, maximize their existing OOH investments, and reach travelers likely to consider a trip. Visit Fort Worth needed a strategy that could make them stand out, drive real-world visitation, and activate quickly within a 60-day timeframe.
Solution
Azira activated a data-driven digital advertising campaign across mobile and desktop to maximize the impact of Fort Worth’s existing presence in Chicago. By targeting daily commuters already exposed to out-of-home ads near key metro stations, Azira reinforced awareness among high-value travelers. First-party data from previous activations was then utilized to build custom audiences, while additional audience segments were expanded using train station geofences to reach travelers most likely to fly to Fort Worth.
Throughout the campaign, close collaboration with Visit Fort Worth and its advertising partners enabled agile optimization, shifting delivery toward the strongest placements and creative variations, including high-performing station zones that drove the majority of exposed visits.
Results
The campaign delivered exceptional performance within a short, 60-day promotion window:
- 23,018 clicks generated across the campaign.
- 0.55% click-thru-rate, exceeding the industry average of 0.08 to 0.1%.
- 8,445 visits were driven to Fort Worth, 2,683 being unique visitors.
- 66% of all attributed visits came from audiences tied to the targeted train station geofences.
The campaign proved how effectively precision audience targeting could translate into real-world visitation for Fort Worth, validating the power of pairing OOH placements with Azira’s location insights.
Visit Fort Worth has expanded its partnership with Azira and is now collaborating on a new initiative featuring a first-of-its-kind tactic in the destination space. Future efforts will evolve into a full omni-channel strategy, including digital display, digital out-of-home, connected TV, and more, to further strengthen Fort Worth’s presence in key fly markets.