Best Travel Online Campaign

Home to world-class accommodations, a myriad of luxury experiences on-land and below sea, and unparalleled “Caymankind” hospitality, the Cayman Islands is the premier warm-weather destination. Located just an hour from Miami, the Cayman Islands caters to family vacations, romantic escapes, culinary adventures, diving excursions, and more.

As a part of its growing marketing efforts, The Cayman Islands Department of Tourism reached out to Undertone to build three eye-catching creative units. The goal of the creative was to drive click-throughs to the brand’s website and breaking through banner blindness to build visitor intent. The units included an immersive, full-page takeover; a rich mobile-only media banner and a pivoting, enhanced standard creative. Through highly engaging advanced audience targeting, the team targeted couples planning a romantic trip, those planning a family vacation, and individuals who travel with culinary and recreational experiences in mind. The targeting was specified further by focusing on nine niche interest groups, including diving, M.I.C.E., Millennials, health and wellness, and sports tourism. Users were motivated to “Book Now,” as they were drawn in by the beautiful, scenic creative.

The creative campaign was extremely successful, garnering results twice that of the Google Display CTR and Millward Brown Brand Awareness norm. These highly-targeted consumers responded positively to the ads, connecting emotionally with the enhanced standard “flip” to a higher degree than the standard benchmark. Consumers responded with the desired excitement and intent which drew comments from users such as: “I want to go today!” and “[It’s] uplifting!”

Contributors:

Senior Account Executive:	Jenna Geherin
Junior Account Executive:	Liz Asher
Creative Project Manager:	Vesna Jovanovic
Brand Marketing Content Coordinator:	Ilana Greenberg
Manager, Digital Partnerships:	Amber Kozo
BPN:	Madeline Miller

UNDERTONE

Location: United States