The Travel Corporation Explores CTV with MNTN, Driving Significant Performance For Three Separate Brands

TTC wanted to increase new website traffic while continuing to close business. Having primarily focused their advertising efforts on paid search and social media in the past, they were eager to reach customers on a fresh channel. TTC had previously run ads on CTV, but the platform they’d used didn’t include in-depth measurement or reporting tools, making it difficult to determine how effective the channel was for them. They also needed a solution that would allow them to run concurrent CTV campaigns for multiple brands, each with their own goals and target audiences. Performance TV’s comprehensive reporting and ease of use proved to be just what TTC was looking for.

With one of their busiest seasons—summer—just around the corner, TTC dove head first into CTV, launching campaigns for Contiki and Trafalgar.

TTC leaned on MNTN’s CTV expertise to produce the best performance possible. They worked closely with MNTN’s Customer Success Team, who helped them to identify new strategies that would best align with each brand’s campaign goals.

To accomplish their objective—engaging with and driving new business—TCC used Performance TV prospecting for both brands. While the focus of each campaign was similar, TTC needed to target different consumer groups to meet each brand’s needs. Using MNTN’s Oracle Data Cloud integration, which gave them access to over 80K+ audience segments, TTC was able to serve ads to multiple audiences built specifically for Contiki and Trafalgar:

• Contiki (primary demographic is comprised of college students and other young adults): Sorority and fraternity members, adventure travelers, and consumers aged 18-20

• Trafalgar: Leisure travelers, people planning summer trips, and well-traveled financial strategists

Simultaneously, TTC kicked off retargeting campaigns to reach consumers who had previously visited the Contiki or Trafalgar websites. For both brands they utilized MNTN’s easy-to-use segmentation tool to build audiences with first-party data—these were made up of people who had visited their websites in the last 30 days but hadn’t yet converted.

“MNTN is very intuitive to use—it was quick and easy to get goals and optimizations set up for our different brands and campaigns within those brands,” Katrina Roseli, TTC’s Paid Media Account Manager said. “I also really appreciate how collaborative and responsive the MNTN team is. They helped me to identify audiences that aligned with the campaigns for each brand, which ultimately generated business.”

MNTN’s robust reporting tool allowed TTC to thoroughly track their CTV campaign performance across brands—data which ultimately helped them prove out the value of this channel. Since launching Performance TV, TTC has seen great results. Trafalgar achieved a return on ad spend (ROAS) of 5x and a cost per visit (CPV) of $10.47. Contiki experienced similar success, with a ROAS of 4x and a CPV of just $5.72. Additionally, both brands have significantly increased their average order values (AOV), beating their sitewide averages—Contiki’s new AOV was 38% higher, while Trafalgar’s was 6% better.

TTC was so pleased with their Contiki and Trafalgar campaigns that they decided to try Performance TV with another of their brands, Insight Vacations. They launched prospecting in April 2023 and are already seeing notable performance.