Best Leisure Online Campaign

Goals were to generate Tourism Toronto (TT) website traffic and bookings (focusing on regional feeder markets); Increase visits to the Summer landing pages by 15% (to 249,014); Capture rate of 15% or greater to booking engine ; Conversion rate of 1.5%; Grow TT database by 15% through both Summer and Holiday campaign initiatives. Campaign cost was $950k CDN and leveraged the “Stay 2 Nights Get the 3rd night free” promotion to effectively reach campaign demo and geo targets using simplified, package-focused creative, and running media on comScore recommended sites. Campaign generated over 198 million total impressions and over 500,000. Average eMail CTR was 14.43% (45,000 clicks) for three different demographics (girlfriends, couples, families) and email open rate was 52%. Facebook advertising drove over 111 million impressions and 25,000 clicks. Goals were met across the board.

Contributors:

CCO / USDM.net:	Clifford Ward
Dir. Project Mgmt / USDM:	Lisa Russell

USDM.NET

Location: USA