How Azira and Rimrock Used Competitive-Set Targeting to Deliver 2.9M+ Impressions for a Digital Advertising Campaign
Key Insights:
Business Challenge:
Rimrock was preparing to relaunch a renovated hotel property and needed to rebuild awareness while reaching travelers already engaging with its competitive set.
Solution:
Azira created a custom audience based on competitor visitation and pushed device IDs to Meta, enabling Rimrock to activate the audience through Meta advertising campaigns.
“Azira’s audience targeting helped us reach travelers already engaging with our competitive set and build awareness during a key reopening period. By activating those audiences through Meta, we were able to connect with high-intent hotel guests, drive efficient traffic, and support measurable visitation.”
Results at a Glance:
Situation
Following a major renovation, RImrock Banff, Emblems Collection needed to reintroduce the property to prospective guests and build awareness among travelers already showing interest in comparable hotel properties.
Challenge
The property needed a more precise way to reach relevant travelers during the reopening period, beyond broad demographic targeting. Using Azira’s comp-set insights through the Hotel Comparison Report, the campaign focused on identifying audiences with real-world visitation behavior tied to similar hotels and resorts.
Solution
Azira helped Rimrock activate a comp-set targeting strategy designed to reach travelers who had already shown real-world interest in comparable hotel properties. Through Azira’s location intelligence platform, including the Hotel Comparison Report and AI-powered insights, the team identified relevant competitor audiences and activated them through Meta.
This approach helped the property move beyond broad targeting and reach a more qualified audience based on actual visitation behavior.
Results
Across the two campaigns, the Azira-powered audiences generated more than 2.9 million impressions, 13,387 landing-page views, and 114,136 ThruPlays.
The broad awareness campaign reached 589,548 Meta accounts and delivered:
- 1,223,300 impressions
- 2,104 landing-page views
- 6.17% click-through rate
- $0.05 cost per landing-page view
- $0.68 CPM
- 74,467 completed video views
In addition, the retargeting campaign delivered:
- 1,709,893 impressions
- 11,283 landing-page views
- 2.27% click-through rate
- CA$0.03 cost per landing-page view
- CA$0.24 CPM
- 39,669 completed video views
- Five purchases
- 15.25x ROAS
This campaign showed how comp-set targeting can help hospitality marketers reach travelers with demonstrated interest in comparable properties. By combining real-world visitation signals, building custom audiences, and activating the campaign through Meta, Rimrock were able to drive efficient reach, engagement, and measurable ROAS.
Looking ahead, Azira will continue supporting Rimrock with audience strategies designed to reach valuable hospitality segments, including holiday event planners for future group and event marketing campaigns.