Generating Brand Awareness With DOOH Ads

A male hiking in nature with with a path of a river and the ocean.

Digital Willow Runs First-Ever DOOH Campaign

UK agency, Digital Willow, needed to generate awareness for their client, the tourism board for Visit Isle of Man. They turned to StackAdapt to run their first-ever digital out-of-home (DOOH) campaign across multiple airport hubs in England, Ireland, and Scotland. Their creative approach reached travelers in a contextually relevant state of mind.

Solutions Used

Unique Tactics to Reach Travelers

Digital Willow was looking for unique opportunities to reach travelers as part of their holistic marketing plan. Here are some of the tactics used:

Digital Out-of-Home

Placed DOOH ads on 43 digital screens by JC Decaux at Scotland’s busiest airport, Edinburgh Airport.

Multi-Channel Integration

Ran mobile banners in targeted areas to reinforce the message to individuals who have likely seen a DOOH ad.

Creative Optimization

Launched creatives with landscape imagery paired with messaging specific to each airport’s connection point.

Personalized Messaging With DOOH

Digital Willow established various digital out-of-home advertisements across the major travel hubs connected to the Isle of Man. This included London, Liverpool, Manchester, Bristol, Dublin, and Edinburgh.

Each creative was personalized to a specific airport and informed travelers how far away the Isle of Man was from their current location. Digital Willow generated a boost in impressions, a 263% increase in click volume for the search term, “Isle of Man”, and improved overall reach for their client.

Amber Williamson

CEO

Digital Willow

“By leveraging DOOH inventory with StackAdapt, we were able to pinpoint the most appropriate locations for our campaign, integrating this activity as part of a holistic digital media buy. This ensured maximum impact and reach with our target audience.”