Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Covid-19 has had a devastating impact on travel. Destinations throughout the Caribbean and Central America, particularly a unique destination like Belize, where 73% of the nation’s economy is based on tourism. Prior to the pandemic, the destination experienced positive year-over-year growth in visitors and tourism related revenue despite operating with a budget considerably less than the competition. At the outset of the crisis, airlift was reduced to three feeder markets. The marketing goal was to maintain a share of travel consideration for the Belize, and drive travel intent. The Exhale campaign was designed to encourage potential visitors to come to Belize where they can breathe easy in the great outdoors. The campaign was activated across all marketing media channels including: paid social, programmatic display/video, connected tv, airport take overs in key markets, and public relations. After several exhausting months, were people have been afraid to breathe – or breathe without a mask – this campaign highlights the open space and beauty the destination while making potential visitors feel like it’s ok to Exhale and enjoy life again.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Measuring actual visits to the destination is ongoing, and obviously a challenge this year. Measurement for this campaign is based on overall reach, completed video views, click-through to the website, traffic in activated airports and travel during the reopening of the destination. While overall website traffic was up 31% year-over-year, perhaps the greatest measurement was experienced selling out flights through the holidays to to Belize! Key measurements include: Impressions: 980,857,000 Spend: $300,975.01 Frequency: 3.26 CPM: $1.36 Video Views: 6,625,099 Link Clicks: 738,688 CTR: 0.68 CPC: 1.11 Brand Lift: 10% And sold out flights to Belize!
Entry Title
Belize Exhale Campaign
Advertising - Consumer/Group Sales/Travel Trade
Entry Award: