Results

Tourism Corporation

Situation

• This tourism corporation was running a campaign to increase booked packages to its city.
• Our goal was to successfully develop and market an integrated campaign driving users to purchase hotel packages, while at the same time beginning to establish an online presence and brand.

Approach

• Launched an integrated online marketing campaign to achieve a lower Cost per Booking and leverage their existing traditional offline media (e.g.; radio, TV, print, billboards) to receive bonus impressions & discount CPMs.
• Our online marketing approach included both push and pull mediums – Online Media, Paid Search, Search Engine Optimizaton (SEO), and Paid Inclusion.
• We geo-targeted the Northeast Corridor for maximized reach & frequency.

Campaign Results

• Increased hotel room bookings by more than 60% over baseline at a Cost per Booking (CPB) of 80% less than the aggregate of all other media channels.
• CPB was $38.67 for Online channel versus $189.26 for Offline