SUCCESS STORY
Tourism Nonprofit Reaches Interested Travelers Post-Pandemic, Achieving CTR 225% Above Benchmark With Bidtellect
GOALS
A major city travel and tourism nonprofit worked with Bidtellect to drive potential visitors to their website for comprehensive information about vacationing and ultimately booking a leisure trip to their greater metropolitan area. Specific goals included:
- Stimulate leisure tourism recovery
- Promote their new brand
- Communicate their commitment to diversity and inclusion
- Increase visitation and travel from new and returning travelers
- Increase year over year traffic to their website
- Increase Travel and Trail Guide requests
- Increase email sign-up
Primary: 45 seconds Time on Site
Secondary: 0.12%—0.14% CTR
CHALLENGES
The coronavirus pandemic hurt tourism budgets across the country. Typically, Convention and Visitors Bureaus are created from taxes taken within hotel bookings. With bookings obviously down YoY, the tourism budgets were hurt badly. This was one of the first times the nonprofit client was able to recover and advertise again after the COVID crash.
SOLUTIONS & TACTICS
Bidtellect maximized its advanced contextual targeting capabilities coupled with retargeting tactics to first reach those interested in traveling and then retarget those that engaged with content. Bidtellect’s performance team made adjustments throughout the campaign, and creative team [b]+studio created eye-catching assets using their expertise in tourism to maximize engagement.
RESULTS
The campaign performed well above benchmarks, achieving a nearly 10 second higher Time on Site and a 225% increase in CTR. Seattle, New York, and Dallas were the top-performing DMAs (designated market areas).
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