Case Study: Tourism Victoria boosts bookings 12% and achieves 15x ad clickthroughs with Stackla

Victoria #SpottedByLocals Drives 12% Bookings Increase

Tourism Victoria teamed with Fairfax Media and Stackla (Visual UGC by Nosto) to promote regional Victoria by tapping authentic local photography and stories. The challenge was to source high-quality, shareable user-generated content and turn it into a campaign that would drive visitation and bookings for lesser-known regional destinations.

Stackla aggregated, moderated and curated UGC from influencers and the public via the #SpottedByLocals hub, then fed live widgets into display, print and tablet ads across Fairfax sites and publications. The campaign lifted visitation intent by 7.6% across eight destinations, drove a 20% increase in Stayz booking inquiries and a 12% increase in bookings, achieved 42% cross-platform campaign recall (vs. 17% single-media) and delivered a 1.5% CTR—15× the 0.1% average of previous Tourism Victoria campaigns.

Tourism Victoria