MOT Annual Report & Plan - 2024/2025 Annual Report & Plan
Media Campaigns & Paid Partnerships
2025-04-16 12:41:09
MEDIA SUMMARY
Our 2024 media campaigns built upon the success of key partnerships from 2023, bringing in new messaging and innovative ideas from trusted partners. We expanded our national reach while leveraging programmatic media efficiencies to refine audience segmentation, allowing for more personalized and targeted messaging.
The team at Miles Partnership collaborated with nationally recognized publications and strategic content partners such as National Geographic, Hulu, AFAR, Atlas Obscura, Boston Magazine and Nativo, which resulted in an engaging and highly effective storytelling suite of custom content across short-form video, articles, out-of-home advertising, email campaigns and social media amplification.
Scan the QR code for additional performance insights on 2024 custom partnerships.
+795M
IMPRESSIONS*
46%
AD RECALL*
+7.67M
CONVERSIONS*
+56M
VIDEO
PLAYTHROUGHS*
*This includes 2024 Digital, Paid Social and P aid Search performance from trackable vendors/partners, which is not the full media spend.
NATIONAL GEOGRAPHIC
Through National Geographic, we highlighted Southern Maine’s natural beauty with a custom short-form video, which extended its reach via Hulu. Additionally, custom articles and newsletter modules showcased hidden gems across the state, enhancing audience engagement.
82%
VIDEO COMPLETION RATE. NATIONAL GEOGRAPHIC’S CUSTOM SHORT-FORM VIDEO HAD A STRONG VCR OF 82% (BENCHMARK 75%).
HULU
Through our partnership with National Geographic, we were able to expand the reach of our custom content through Hulu with over 3.9M completions, and a 97.5% view completion rate.
AFAR
Our partnership with AFAR spotlighted Maine’s vibrant outdoor dining scene and seasonal adventures through custom articles featured in segmented email campaigns.
5.9M DIGITAL IMPRESSIONS
ATLAS OBSUCRA
Atlas Obscura brought Maine’s unique arts, history and cultural experiences to life through a mix of video content, custom editorial pieces and social media amplification.
28X HIGHER
THAN THE INDUSTRY AVERAGE
Our audience really responded to our video about How Two Artists Are Painting Portland’s Future – the social media engagement rate far exceeding industry average.
NATIVO
With Nativo, we delivered curated travel itineraries rich in outdoor adventure and cultural exploration, reaching millions of unique users and driving awareness among travel-ready audiences.
19M UNIQUE USERS REACHED
46M IMPRESSIONS
13.8K+ CLICKS TO BRAND SITE
153.5K AD CLICKS
8K HOURS
(333 DAYS) SPENT WITH MAINE CONTENT
AMPERSAND & ORIGIN
Broadcast TV partnerships with Ampersand and Origin included ads with localized overlay widgets to highlight real-time attributes such as fall foliage and direct flight callouts.
Those who saw Maine’s ads through Ampersand and went to VisitMaine.com, stayed...
21.7% LONGER ON AVERAGE THAN THE UNEXPOSED TRAVELER
SOJERN & TRIPADVISOR
Digital partnerships with Sojern and TripAdvisor focused on supporting thousands of direct bookings for flights, lodging and rental cars.
Scan here to further review creative from past years.
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