London & Partners (L&P) is London’s international trade, investment and promotion agency. They were launching a digital campaign called London’s Autumn Season in France and the US to attract visitors in the new season and wanted to measure the campaign’s effectiveness.
We conducted a campaign effectiveness evaluation by utilising cookie tracking technology. This allowed us to identify campaign exposures (impressions) as they happened across digital paid, owned and social (earned) channels. We isolated those who had been exposed and compared them directly to an identically matched group who we know hadn’t seen the campaign, comparing their attitudes towards London as a destination and their likely visitation through an online survey. Both sample groups were also asked to assess the campaign, allowing us to measure their creative response to the activity. Finally, we re-contacted the exposed group three months after initial exposure to assess the direct impact it had on behaviour.
“Opinium offered us a direct connection with the target audience across a variety of channels. The data they were able to provide has given us valuable insight which we can now use to guide subsequent campaigns.”
Being able to adapt their media strategy in real time and implement tangible changes to their creative to drive conversion enabled L&P’s campaign to reach 100 million people, receive 10 million views, 4,500 pieces of media coverage and 60,000 new registrations. Visitors to London from North America increased to 3.1 million, up 10% from the previous year.
The Mayor of London and Mayor of Paris signing a ground-breaking agreement to work together to attract international visitors to both cities in a single trip. The announcement of the partnership generated widespread global interest and partnerships with United Airlines and Eurostar for the subsequent campaign.