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Strategic integrated marketing campaign leads to high economic impact in 2020

Tim Lindner — Tue, 15 Dec 2020 01:16:03 +0000

How this Case Study may be relevant to you:

This example of work illustrates our strengths in strategic planning and the tool we developed to help destinations plan for strategic recovery during the pandemic. It also demonstrates how we executed an integrated, short-term campaign. We drove strong results in a very short period, using a high-impact, strategic approach.

An integrated, holistic approach is more effective than siloed tactics. We started by taking the Finger Lakes Countrysides through our Recovery RoadmapTM process: a two-hour planning workshop with their team and stakeholders followed by a full strategic plan outlining goals, strategy, audiences and key messages. Through that process, we determined that the following tactics would best engage with the visitor in the short-term, at each step of the customer journey, with each touchpoint and channel working together to provide a unified, strategic message.

Yates County is in the heart of the Finger Lakes Region of New York State. It borders three of the area’s major lakes – Seneca, Keuka and Canandaigua and encompasses 30 of the region’s world-class wineries and two wine trails. Its convenient location among the region’s attractions give visitors access to shape their own vacation. The area is known for its beautiful countryside, boutique offerings, and small-town atmosphere where visitors come to escape – all of which tied into the county’s effort to rebrand as “Finger Lakes Countrysides.”

Photo Credit: Yates County Chamber of Commerce

Situational Analysis

Yates County wanted to engage in a robust campaign to increase occupancy at area lodging establishments to mitigate and recover from the lack of travel and economic effects of COVID-19. Their goal was to increase single-day and overnight trips, looking towards an aggressive, short-term and high-impact campaign concentrating on driving leisure travel from August through October 2020.

Research told us that as state lockdowns are lifted and businesses begin to reopen, the first visitors to return were seeking out small-town destinations over big cities. They were finding and frequenting open-air spaces and participating in outdoor activities first, traveling primarily from local and regional markets, within a 2- to 4-hour drive. Travelers cared most about health, safety, trust and flexibility above all when making travel plans during the pandemic, and, by leaning into its unique positioning as a scenic, outdoor, small-town and “countryside” destination and leveraging the Finger Lakes brand, Yates County had an opportunity to stand out in the marketplace and thrive.

The Challenge

Engage in a robust digital marketing and public relations campaign to

Increase occupancy at area lodging establishments
Increase single-day and overnight trips
Drive leisure travel from August through October.

Photo Credit: Yates County Chamber of Commerce

Objectives

Increase overnight bookings among accommodation partners within Yates County that will lead to increased occupancy tax collections.
Increase revenues for Yates County businesses that will lead to increased sales tax revenue.
Create a foundation for the Yates County Tourism office to build upon in 2021 and beyond.

Strategic Insight

Create your own wide-open escape in the Finger Lakes Countrysides, your hometown away from home.

The area may feel rural but with access to so many experiences nearby, you can craft your own memorable experience. Finger Lakes Countrysides is full of outdoor beauty – from wide-open spaces to water and waterfalls to wilderness. The community is friendly and laidback, making visitors feel right at home. Travelers will choose Finger Lakes Countrysides because they are looking for a close and safe vacation spot where they can connect with their family or friends.

Photo Credit: Yates County Chamber of Commerce

Strategic Approach

Build awareness for the new “Finger Lakes Countrysides” brand and new strategic positioning
Build awareness of the Finger Lakes Countrysides destination experience, its tourism stakeholders and its major assets
Promote single and multi-day trips with overnight stays in the destination among regional markets within a 3- to 6-hour drive to increase overnight accommodation bookings
Bolster late summer and fall season visitation and sales tax revenues by increasing demand for destination experiences
Drive visitation to the new Finger Lakes Countrysides website to encourage further engagement with destination materials and future bookings

Photo Credit: Yates County Chamber of Commerce

Key Messages

Create your own home away from home. Settle down and snuggle up in one of Finger Lakes Countrysides’ established hotels, boutique B&Bs or private vacation rentals.
Create your own relaxation. Slow down and sit back as you enjoy the quiet escape of Finger Lakes Countrysides.
Create your own connection. Feel right at home with the friendly shops and small businesses who provide personalized experiences.
Create your own memories. Enjoy established traditions or create new ones. Finger Lakes Countrysides leaves an impression you will crave.
Create your own outdoors. Get outside and explore the beauty of Finger Lakes Countrysides, whether you prefer water activities or on-land experiences.
Create your own fun. Find what you enjoy in Finger Lakes Countrysides among water, wine and wilderness.
Create your own sophistication. Choose from a diverse blend of culinary and craft beverage experiences.
Create your own nightlife. Cozy up to the local wine bar or stargaze next to a bonfire on the beach.
Create your own vacation. Finger Lakes Countrysides is full of exciting possibilities, all within reach.

Targeting

Targeting Method

A key cornerstone of this campaign was the use of 2019 mobile ID data, collected from visitors who had made a daytrip or booked an overnight visit to the Finger Lakes Region at any point within the previous year.

We used this data in our Digital Retargeting, Pay per click (PPC), Over the Top (OTT), Facebook and Instagram campaigns to find and target visitors who are loyal to the region and most likely to make a return visit in 2020.

Photo Credit: Yates County Chamber of Commerce

Result Highlights (to date, December 2020)

Launch of Finger Lakes Countrysides website, brand and new social channels, with over 8,800 fans/page likes gained on Facebook July-October among target audience.
4,336,617 impressions garnered July-October through digital retargeting, PPC, OTT, Facebook and Instagram ads.
32,493 clicks driven to the landing page July-October through digital retargeting, PPC, OTT, Facebook and Instagram ads.
7,891 conversions tracked July-October from the landing page to Finger Lakes Countrysides lodging pages and lodging partners.
Two regional travel writers hosted in the destination, during the time of COVID-19, with 37 social media placements totaling over 64,000 impressions and two dedicated feature stories to-date.
Ongoing implementation of COVID Response Satisfaction Survey among regional partners and stakeholders, to survey current visitors and track responses on health, safety, cleanliness, customer service, adaptability and more.

ROMI based on Mobile ID Tracking Results:

12,810 Total Visitors came to the Finger Lakes Countrysides during the months of August-October 2020.
7,155 of those visitors booked an overnight stay spending an average of 2.3 days in the county
5,655 of those visitors came for a daytrip spending an average of 4.5 hours in the area

This represented $2,899,381 in total visitor spend over the three-month campaign.

For every $1 invested in this campaign, we delivered $41 in visitor spending to the Finger Lakes Countrysides.

A 4042% Return on Marketing Investment

Finger Lakes Countrysides Landing Page

Finger Lakes Countrysides Digital Ads

Finger Lakes Countrysides Facebook Ads

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The post Strategic integrated marketing campaign leads to high economic impact in 2020 appeared first on Travel Alliance Partnership.

Building an Arts & Culture Audience with Facebook Advertising

Tim Lindner — Fri, 15 May 2020 03:03:30 +0000

How this Case Study may be relevant to you: This regional program uses grant funding to reach potential visitors and residents to drive engagement and increase interest in visiting.

In its first 9 months, the campaign drove over 13,000 clicks to the website.

Situational Analysis

CNY Arts has been promoting, supporting and celebrating the arts in Central New York since 1957. The organization is actively working to attract visitors to the area to enjoy and experience the vibrant arts community.

The Challenge

In a crowded marketplace, CNY Arts needed to stand out as the one-stop for all arts and culture in Central New York. Needing to increase awareness of the brand and offerings, the organization applied for a 2019 Market New York grant to increase their marketing budget and ads.

Objectives

Drive visitors to the website.
Increase awareness of arts and culture in Central New York.
Increase engagement across social media channels.

Strategic Insight

CNY Arts is focused on supporting the arts industry throughout the Central New York region. The organization takes a stand that a healthy arts industry is essential to the quality of life and community in Central New York.

By spreading its message of the vibrant arts scene in Central New York, CNY Arts can continue to improve the quality of life and community for the region.

Strategic Approach

Break the Ice Media worked with CNY Arts to develop a targeted digital advertising campaign to draw on CNY Arts’ position as a promoter, supporter, and celebrator of arts and culture in Central New York.

Tactics

Create geotargeted Facebook campaigns to people within Central New York, New York State, and along the Rte. 81 Corridor to increase page likes, post engagement and website traffic.
Create retargeting digital ad campaign to deliver ads to previous website visitors and drive them back to the CNY Arts website.
Create and manage social media posting on the CNY Arts Facebook page.

Results

Results to Date:

In nine months, Facebook ads drove over 13,000 clicks to the website.

Retargeting ads drove over 1,800 return visits.

In total, the campaign garnered 3.6 million impressions.

Result Highlights

62% growth of CNY Arts Events Facebook page
Facebook ads reached over 645,000 people
Campaign garnered 3,619,783 impressions
Facebook ads drove 13,084 clicks to CNY Arts website
Retargeting ads sent 1,841 people back to CNY Arts website

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The post Building an Arts & Culture Audience with Facebook Advertising appeared first on Travel Alliance Partnership.

Facebook Advertising Brings Demand for Travel Packages

Tim Lindner — Fri, 15 May 2020 02:26:15 +0000

How this Case Study may be relevant to you: This campaign deals in advertising campaigns that speak to several distinct target audiences and changing creative to keep ads fresh for those audiences. Genesee County is on the leading edge of digital marketing trends, and Tourism Marketing Director Kelly Rapone is focused on making the best use of every ad dollar.

In 2018 the Genesee County Golf Program saw an estimated total economic impact of $256,548 in 2018, representing an ROI of $53 for every $1 spent.

Photo Credit: Genesee County Chamber of Commerce

Situational Analysis

Genesee County is a small destination located in Upstate NY between Rochester, and Buffalo. The community was looking for an innovative way to increase visitation and identified a niche by packaging their high-end golf courses. In 2016, the golf getaway packages program launched, with the Tourism office providing booking services for golf trips including tee times and hotel stays.

The Challenge

The DMO wanted to increase the reach of the Golf Getaway Packages with a limited budget.

Photo Credit: Genesee County Chamber of Commerce

Objective

Direct golfers in a 6-hour drive radius to inquire about golf getaways in Genesee County

Strategic Insight

Focus on targeting

Together with Tourism Marketing Director Kelly Rapone, we determined that a key to success was understanding each drive-to market: how interested they are in the message, what the ROI is for each market and speaking directly to those markets.

Photo Credit: Jim Ver Hague

Strategic Approach

Break the Ice Media created Facebook advertising campaigns with separate ads for every geographic audience.

Each ad either mentioned the target geography or the drive time to the destination.
Ads were analyzed and adapted from week to week; campaign to campaign; year to year.

Photo Credit: Genesee County Chamber of Commerce

Tactics

Facebook Advertising: audience creation, campaign building, monitoring, adjustments
Facebook Management: monitoring & responding to comments on the ads
Reporting: Bi-weekly and campaign-end reports

Results

Through the golf program, the Genesee County Office of Tourism estimates that in 2018 the community saw a total economic impact of $256, 548 representing an ROI of $53 for every $1 spent.

In 2019, the campaigns for the Golf Getaway program received a Tourism Excellence Award from the New York State Tourism Industry Association.

Photo Credit: Genesee County Chamber of Commerce

Result Recap

In 2016, the 3-month campaign booked 143 packages (286 golfers) 80% of the golfers were from Canada and most were repeat guests and referrals.
In 2017, the Facebook ad campaign was added to the marketing mix and customer bookings increased by 45%.
By 2018, the campaign became stronger and bookings grew by another 60%.

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