HomeMy WebLinkAboutSLC Expedia Campaigns to TDC - Sept 2022Visit St. Lucie 2022 Summer Expedia Campaign
July 5, 2022 – August 31, 2022
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Campaign Insights
Research showed:
Compared to 2021, the hotel forecast for July & August bookings were down due to:
Normalizing travel behavior (less COVID restrictions)
Inflation impacts
Typical seasonality trends
More competition from other destinations
There was an opportunity to capture visitors looking for a more affordable beach vacation in South Florida
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Drive Hotel Demand During St. Lucie’s Low Season
Increase Awareness of St. Lucie as a South Florida Beach Destination
Goals
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Target
Budget conscious travelers searching for hotels and a beach destination in the South Florida market
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Strategy
Campaign dates were strategically aligned with our low season time period.
Conversion-driven to generate hotel bookings through Expedia, our booking platform media partner. NO direct costs to participating hotels – paid by tourism marketing budget.
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How Did the Process Work?
By partnering with Expedia, Visit St. Lucie along with the participating hotels maximized campaign reach at no cost to the hotels.
Expedia created a targeted media campaign to run display banner ads across the Expedia Group network of sites.
Once a user clicked on a banner ad (Expedia uses multiple targeting tactics to reach the right user at the right time), they are taken to the custom landing page (describing Visit St.
Lucie) featuring the participating hotels and their special rates.
Extended marketing spend and increased brand exposure created greater engagement to people who were looking to travel to South Florida for a beach vacation.
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Digital Ads
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Visit St. Lucie Expedia Campaign Results
$19,200 Investment
761,300 impressions
822 clicks
0.11 click through rate
466 room nights generated
$76k gross booking sales
3.9 return on ad spend (ROAS)
July 5 – August 31
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