Driving consumer awareness, engagement, and qualified lead generation through national media partnership
Axis launched a direct-to-consumer campaign to boost brand awareness, inspire travel interest, and drive qualified leads for Nova Scotia. Leveraging a strategic national radio partnership and a compelling competition incentive, the campaign generated strong consumer engagement and captured valuable opt-in data to fuel ongoing marketing.
We developed and managed a national campaign with Heart FM, targeting adventurous travellers aged 25–54. The programme combined on-air advertising, live presenter reads, and a promotional competition with prize support from airline and tour operator partners. A dedicated landing page delivered destination information and enabled GDPR-compliant entry capture. Post-campaign, partners followed up with exclusive offers and ongoing consumer nurturing, while integrated survey questions provided actionable insight into traveller intent.
Results
- Delivered a national radio campaign across multiple daily shows.
- Secured airline and tour operator partnership support for the prize package.
- Generated 5.5 million impressions.
- Achieved 20,000 landing page views.
- Collected 14,000 competition entries.
- Captured 2,500 opt-in consumer contacts for ongoing marketing activity.
- Gathered consumer insight through integrated travel intent survey questions.
The campaign delivered measurable brand awareness and lead generation, establishing a robust foundation for continued consumer engagement and conversion.
