Best Leisure Online Campaign

In Miami, summer is actually low season for tourism. To attract tourists, the city puts on several events and festivals, including “Miami Spice” restaurant month and “Miami Spa”. To spread the word on summer travel to Miami and these events, we ran a broad campaign to reach both domestic and international targets (many travelers to Miami are non-US). The “Summer of Love” theme was created to attract the cool, hip, upscale Miami target markets with a fun, kitschy message and special offers (everyone loves a value). The campaign also included a co-op component, with 39 Miami businesses participating with sponsorship dollars to increase campaign reach. The additional campaign dollars allowed us to expand tactics and reach.

We targeted both in-state Florida residents, US overall and key international markets in South America and Europe. We used outbound email, PPC, display banners on 21 websites including NewYorkTimes.com, AmericanExpress.com, TripAdvisor.com, Travelocity.com, Expedia.com, Glam Media Network, BritishAirways.com and MANY others. We also advertised on key Florida websites. For Facebook, we ran a ‘fan generator’ campaign with a $500 Amex giveaway.

So, $430,000, we exceeded our goals with over 75.7 million impressions. Outbound email averaged a 55% open rate and a 10.12% CTR. Total campaign clicks were 207,089 with 43,831 going to co-op sponsors. The Facebook like campaign got a 57% conversion-to-like rate and 7,308 new likes.

Contributors:

CCO:	Clifford Ward

USDM.NET

Location: USA