Best Gay/lesbian Online Campaign

GLBT is a huge market for Miami tourism. The city runs several festivals and events during spring and summer to encourage GLBT tourism, including Winter Party Festival, Miami Beach Gay Pride, Gay Lesbian Film Festival, Aqua Girl, Sizzle Miami and more. Our goals were to drive awareness of these events and spread the word that you can “Express Yourself” in Miami and be who you want to be. This campaign message fit in with the overall Miami branding campaign of “Express Yourself”. We also promoted Miami beaches, dining, nightlife, spa and accommodations.

The $67,000 budget included creative development, targeted outbound email, PPC and display ads. The banner creative was suggestive of GLBT, but not overt, driving curiosity and CTR as high as 0.89%. Banner ads were placed on sites such as Advocate.com, Out.com, OutTraveler.com, Gay Ad Network, Gay Travelocity and many more. We created two versions of outbound email – the “guys” version had an 82% open rate with an 11% CTR, and the “girls” creative had a 77% open rate with a 12% CTR. The PPC/keywords for this campaign were extremely effective. We estimated that 3.1 million impressions would need to take place in order to reach our goal of 12,500 consumer clicks. Due to qualified consumer interest, we only had to deliver 506,000 impressions in order to reach our click goal of 12,500 and even exceeded that goal by over 100 clicks. We garnered over 3.5 million targeted impressions and over 32,000 total clicks.

Contributors:

CCO:	Clifford Ward

USDM.NET

Location: USA