Weather triggers boost engagement for Whistler
Tourism Whistler wanted to increase interest among avid skiers and snowboarders on the alpine mountains during the busiest time of the year (November to January) by delivering ads that displayed the weather conditions on the mountain tops. They also wanted to increase brand awareness and drive engagement by creating a personalized advertising experience.
MiQ leveraged the Weather Sync product in connection with the automated API feed from RWDI. The custom ad unit served dynamic creative ads that displayed weather conditions in real-time. The weather triggers allowed for more competitive bidding strategies during these busy months, and enabled the target demographics tendency to identify with the brand message and ultimately click on the ad. Ad units were heavied-up in real-time when ski conditions were at their peak to increase impact and minimize wastage.
By actioning ads on macro weather triggers, MiQ was able to deliver a brand experience that enabled optimization based on temperature levels and click-through rates. MiQ unlocked key insights about Whistler Tourism’s best performing demographics with campaign results exceeding industry benchmarks.
CTR – 87% higher than industry benchmark