Case Study: Cook Islands Tourism boosts conversions with The Trade Desk’s Unified ID 2.0

The Cook Islands map out a new strategy with Unified ID 2.0, welcoming new audiences and greater results

Cook Islands Tourism worked with The Trade Desk and agency Bench to strengthen its tourism marketing in the face of competition from larger South Pacific destinations. As travel rebounded after the pandemic, the organization needed a smarter way to reach travelers in its key markets, New Zealand and Australia, while building awareness and driving more website engagement and visitors.

Using The Trade Desk’s Unified ID 2.0 (UID2) and lookalike audience strategy, Bench activated Cook Islands Tourism’s first-party CRM data to find new high-intent audiences across display, high-impact display, and BVOD. The Trade Desk helped refine audience targeting and creative in real time, leading to a 14% lower cost per click and a 60% increase in conversions, including more flight sales to the Cook Islands.

Cook Islands Tourism

Rachel Mackey

Marketing Manager