BRIEF

Objective: Raise awareness & Increase brand affinity with the brand, ultimately driving sales through the website.

Target Audience: 40-60 year olds in US, UK, Australia and Canada.

Audience insights: Older, affluent, cultured demographic with a thirst for knowledge and adventure.

MEDIA PLAN

We recommended podcasts that fell into three categories relevant to our target markets:

Specific Interest In Travel

Older Age Demographic

Specific Interest in a popular Explore destination country (Eg Italy) or tour (Eg Food & Wine tour)

CREATIVE

30 second ad distribution across the range of podcasts we selected.

Showcasing what makes Explore special (their local tour leaders) whilst making the ad relevant regardless of which country it’s heard in.

Scripting host-read ads that were authentic to the target audience

creative

Brand ads

HOST-READ ADS

MAXIMUM IMPACT

Uplift in brand recall amongst Explore’s audience of affluent, 40-60 year old travel enthusiasts.

Success tracking per podcast in terms of website visits and cost per visit.

"We came to Earmax with a need for branding our business to a global market from a unique perspective. The creative execution was fantastic and they were able to capture the essence of our brand. Our global campaign  reached over 2.4 million impressions in which we saw a clear uplift in brand recall post campaign. We are extremely happy with the results and look forward to working with them on strategic campaigns in the future."

Stephanie Meehan, Marketing Director