Best Travel Interactive Application

Visit Savannah wanted to boost audience interaction and engagement with its digital advertising by creating a highly personalized interactive experience for travelers in the research and consideration phases of planning their trip. To accomplish this, they partnered with Undertone to create a first-of-its-kind custom AI-Powered Chatbot delivering a truly innovative ad experience.

Designed with advanced generative AI technology, the Chatbot was able to adapt to specific brand data and offer instant, accurate answers to both pre-programmed topics and free-form questions. Delivered through a full-page interstitial tool, these ads enabled Savannah to seamlessly engage with travelers in ways they couldn’t have imagined before.

To reach consumers with a higher propensity to travel (and income to do so) we targeted luxury travelers 25-65+ with a net worth of $500,000+ who take at least two trips a year.

To tap into areas offering the greatest likelihood of visitation, we focused these ads in primary regional drive markets (Georgia, South Carolina, North Carolina, Florida) with national placements in top fly markets like New York, Boston, Philadelphia, Baltimore, Washington DC, Pittsburgh, Cincinnati, Columbus, Louisville, Nashville, Chicago, Detroit, Indianapolis, Denver, Dallas, Houston, New Orleans, Tampa, Miami and others.

Since Savannah was one of the first in market to test this technology, there are no existing benchmarks to measure success. Nonetheless, this campaign generated impressive results.
-2,244,204 total impressions
-228,719 completed ad views
-79,486 unique interactions
-69,649 clicks, with a 3.06% CTR
-5,961 total sessions
-13.73% engagement rate, +14% over other digital ads

Contributors:

President & CEO:	Joseph Marinelli
Chief Marketing Officer:	Angela Westerfield
Vice President of Strategic Marketing, Visit Savannah:	Lauren Cleland
Marketing Manager:	Kim Webster Liebgott
Media Supervisor, Miles Partnership:	Samantha Davis
Account Director, Miles Partnership:	Susan Richardson
Account Supervisor, Miles Partnership:	Andrew Cantrell

MILES PARTNERSHIP

Website: www.milespartnership.com

Location: USA

About the Agency:

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.