Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
About the Journey, the podcast from Marriott Bonvoy Traveler, released its third season, focusing on stories of transformative travel, with a hyper-local lens showcasing lesser-known communities and neighborhoods within major cities. ?
Listeners join host Oneika Raymond as she explores neighborhoods such as the British-Nigerian hub of Peckham, London with a local author; finds an unexpected running scene in Washington Heights, New York City, alongside the founder of We Run Uptown; and dances to the music in Little River, Miami with a local creative visionary.
Season 3 inspires listeners to stay, explore and discover the unexpected with Marriott Bonvoy’s 31-plus hotel brands and over 8000 hotels in cities around the world.
The goals of this program are to create a deeper understanding of destinations through stories of local communities, as well as grow the audience for the podcast, measured by followers and downloads.
KPIs:
Increase podcast downloads and/or followers by 5%
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Downloads:
According to data from Simplecast, 30-day downloads of podcast episodes 1 through 5 of About the Journey Season 3 (plus the season trailer) increased 110% over Season 2 episodes 1 through 6 (plus the season trailer). *Note that Season 3 still has one additional episode to release after Adrian Awards submission, so final percentage will further increase.
Followers:
Between June 22nd 2023 (the day before the S3 trailer was released) through August 29th 2023 Apple and Spotify Podcast Followers saw an 18% increase (with one additional episode to release after Adrian Awards submission).
Since the start of S3, Apple Podcasts Followers saw a 43% increase over Season 2.
Entry Title
About the Journey: Season 3