A long-term travel sponsor ran sponsorship messaging across iconic NPR radio programs to engage a highly relevant audience of frequent travelers. 53% of NPR radio listeners take at least two seven-day vacations per year and 71% have previously taken a cruise, significantly higher than non-listeners and an ideal fit for this travel brand.
Objective
Building upon existing brand awareness from previous NPR radio campaigns, the travel sponsor aimed to further elevate awareness, positive opinion and interest in its services among travel enthusiasts aged 45 to 64.
Solution
The travel brand maintains a consistent presence on NPR radio, connecting with a uniquely aligned audience where 49% of total listeners and 67% of heavy travelers are considering taking a cruise in the next year. Sponsorship messaging ran across major NPR programs including All Things Considered, Morning Edition and Fresh Air to achieve widespread reach with the target audience. The brand also utilized a Kantar Radio Listener Survey to analyze campaign performance.
Results
Key performance indicators improved from the prior wave, driving brand awareness from 54% to 68%. Brand interest and positive opinion among listeners have continuously grown over the brand’s past three campaigns, even throughout a recent rebranding. Sponsorship recall was also strong among NPR radio listeners, tracking above the industry average and rising among heavy travelers.
