Case Study: The Age achieves 12% more bookings and 15x higher clickthroughs with Stackla

Victoria #SpottedByLocals Drives 12% Bookings Increase

Tourism Victoria partnered with Fairfax Media and Stackla to promote regional Victoria by tapping into authentic, high-quality user-generated content. The challenge was to source, moderate and present locals’ and influencers’ photos and stories in a way that would drive awareness and bookings for rural destinations.

Stackla aggregated, moderated and curated UGC into a branded #SpottedByLocals hub and powered UGC-rich display and print ads across Fairfax’s sites and publications. The campaign lifted visitation intent by 7.6% on average, drove a 20% increase in Stayz booking inquiries and 12% more bookings, improved cross-platform campaign recall to 42% (vs 17% for single-media), and achieved a 1.5% CTR—about 15× the previous average.

The Age