Creative with a Click: Rich Media and OLV Crush Performance Goals

How KORTX used interactive creative to drive results for a state Convention & Visitors Bureau

Summary

To promote its state as a top-tier family travel destination, the CVB partnered with KORTX to generate engagement and drive sign-ups for a seasonal savings pack. The campaign leveraged interactive and visually engaging media formats including Rich Media and Online Video (OLV), to capture attention and inspire action. These high-performing formats became the MVPs of the campaign, delivering thousands of site actions and exceeding performance benchmarks with efficient CPAs.

Challenge

The state CVB wanted to reach Midwest families, primarily women aged 25–49 with children at home, and encourage them to plan a trip using the CVB’s digital savings pack. However, in a crowded travel season with rising costs and shifting consumer behaviors, standing out required more than standard digital banners. The challenge was clear: how do we break through the noise and convert inspiration into measurable action?

Strategy

KORTX leaned into engaging, interactive ad formats to drive deeper engagement and move audiences down the funnel. The campaign featured:

• Rich Media Units that allowed users to interact with content, exploring attractions, learning about family activities, and clicking directly to the Savings Pack page.
• Online Video (OLV) placements that combined high-quality storytelling with clickable overlays, running across brand-safe, high-reach platforms. These videos spotlighted various Savings Pack partners and integrated unique offers, partner highlights, and direct click-outs.

Both tactics were developed with custom KORTX creative aligned to the mindset of Midwest family travelers. The ads were served programmatically to targeted audiences, using a mix of First and Third-party data. The strategy wasn’t just about reach, but about making every impression count.

Success

The proof is in the performance:

• Rich Media generated 1,175 total site actions, with a CPA of just $22.38 
• OLV drove an additional 1,123 site actions, with an even stronger CPA of $22.27 
• Combined, these formats accounted for nearly 92% of total campaign engagement 

Not only did Rich Media and OLV outperform static Display and CTV in cost-efficiency, but they also proved how high-impact, interactive creative can inspire meaningful action in travel planning.