Travel planning often starts months before booking, giving brands multiple opportunities to influence decision-making along the way. According to Arrivia’s Loyalty and the Changing Traveler report, 49% of travelers book their trips between one to four months in advance.

Digilant identified two key opportunities to drive awareness and consideration for a state tourism client during Spring Break and summer travel planning seasons. The goal was to attract out-of-state travelers and drive them to a website where they could explore destinations, build itineraries, and plan their trips.

The challenge was getting listeners to take action while they were already thinking about travel.

In partnership with AdsWizz, Digilant launched two streaming audio campaigns using ShakeMe, an interactive ad format designed to drive action directly from the audio experience. ShakeMe allowed listeners to physically shake their smartphones or smartwatches to navigate directly to a website or access additional information.

The campaign focused on:

• ShakeMe interactive audio ads built to encourage immediate listener interaction
• Four custom creative assets tailored to family travelers, budget travelers, affluent travelers, and adults without kids
• Streaming audio placements targeting audiences outside of the client’s region during key travel planning windows
• Companion banner creative added during the summer campaign to reinforce engagement

This gave listeners a more immediate way to interact with the campaign while they were already thinking about travel.

The winter 2024 campaign delivered 1.3 million impressions, while the summer 2025 campaign delivered 1.8 million impressions.

Engagement remained strong across both campaigns, with performance aligning closely to seasonal travel demand. The winter campaign achieved a 2.26% ShakeMe interaction rate, peaking at 2.49% in December. The summer campaign delivered a 1.03% interaction rate, while the companion banner added in June generated an additional 0.84% click-through rate.