In acknowledgement of this year's Hispanic Heritage Month theme, “Latinos: Driving Prosperity, Power and Progress in America," Katz is highlighting the valuable Hispanic marketplace with an exploration of a recent success story. This summer, a major travel destination turned to the radio airwaves to boost interest among consumers in the region. In particular, they identified Hispanics as a key consumer segment for growth and developed an audio strategy to reach them on Spanish Language radio stations. Katz Analytics, powered by Prodege's consumer panel, provided campaign measurement, tracking radio's ability to deliver valuable consumer prospects and boost brand interest.
RADIO WORKS HARD, BOOSTING INTENT FOR VACATION BRANDS
While Hispanic consumers were being inspired to daydream about the vacation destination and all its amenities, radio remained hard at work, driving incremental lift in performance metrics. Hispanics targeted by the radio campaign saw a +20% increase in intent to visit the travel destination in the near future.
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HISPANIC LISTENERS ARE TRAVEL-READY AND AD-RECEPTIVE
The radio campaign's measurable impact, raising interest in the destination, proved that it was reaching a first-rate audience of vacation-ready listeners in line with the company's targeting. The majority of Hispanics go on vacations, making them primed for travel-related messaging. They are also well engaged with travel-themed radio advertising, finding it interesting and considering it to be a good way for travel brands to get consumers excited.
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Click here to view and download the Katz Multicultural case study.