Adrian J Cotterill, Editor-in-Chief
Clear Channel Outdoor (NYSE: CCO) today announced a partnership with Arrivalist, the leading geo-location intelligence provider for tourism-based measurement, giving hospitality and travel brands measurable consumer insights and in-depth performance analyses for their Out-of-Home advertising campaigns.
Dan Levi, EVP & CMO, Clear Channel Outdoor told us “By integrating Arrivalist’s geo-location intelligence into our RADARProof® attribution solution, Clear Channel Outdoor is measuring OOH influence on consumer visitation to a city, state, entertainment attraction or other major travel destination. “We’re helping hospitality and tourism brands recover by driving consumers to their advertised travel destinations and unique points of interest.”
This OOH ‘industry-first’ accomplishment drove a 66% average increase in visits to one theme park among consumers exposed to its Out-of-Home ads. Moreover, of those exposed to this OOH campaign, 36% of consumers visited the theme park for the day while 64% made overnight stays. Leading tourism brands, like VISIT PHILADELPHIA, are poised to leverage these capabilities.
Jeff Guaracino, president & CEO, VISIT PHILADELPHIA said “Analytics will play a critical role in helping destinations in their COVID-19 recovery. We will be looking for innovative solutions to help us reach people who can be converted into Philadelphia visitors”.
This new Clear Channel Outdoor/Arrivalist partnership is a CCO RADARProof innovation measuring how hospitality and tourism OOH campaigns are exceeding their marketing goals. This comes as summer travel heats up with more than half of all consumers planning to get away on a summer vacation this year. Clear Channel Outdoor solidified its Arrivalist partnership as a resource enabling travel/tourism brands to drive consumers to single site vacation destinations, post-COVID, and to help ignite an economic recovery in the category.
Arlo Laitin, Chief Revenue Officer & GM, Arrivalist said “Not only are Hospitality and Tourism brands looking to measure the effectiveness of their media, but they are actively seeking out partners who can provide actionable insights that will help them navigate this rapidly changing environment. We are thrilled to partner with Clear Channel Outdoor in launching this first to market Tourism recovery solution, which will bring critical performance measurement and consumer insights to these brands.”
RADARProof® offers the most comprehensive attribution analysis for tourism and hospitality brands by providing specific consumer insights including how far consumers are traveling, where they’re originally from, how long they’re staying, and, what time of day they’re traveling – all insights brands can leverage to measure and inform their future marketing initiatives.
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