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
The campaign delivered measurable brand awareness and lead generation, establishing a robust foundation for continued consumer engagement and conversion.
