Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
With so many leisure travelers turning to social media for vacation inspiration, the NJ Division of Travel and Tourism leverages both organic and paid campaigns across all of the major platforms to reach these travelers and feed their wanderlust. With the objective of driving traffic to VisitNJ.org for excitement generation and trip planning, our paid social media campaign promotes motivational seasonal content to local targets in the Philadelphia and New York City DMAs as well as the outer markets of Baltimore, DC, Pittsburgh, Cleveland, Albany, Harrisburg and Wilkes-Barre, PA. Utilizing lookalike audiences of those who visited the website and signed up for our email newsletter allowed us to greatly increase our reach.
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)
Overall paid social media advertising results from September 2023 to July 2024 include: Over 86M impressions, more than 18M accounts reached, 1M+ clicks to the website, over 17M video plays and 4.5 times the average ad views.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Overall paid social media advertising results from September 2023 to July 2024 include: Over 86M impressions, more than 18M accounts reached, 1M+ clicks to the website, over 17M video plays and 4.5 times the average ad views.
Entry Title
NJ Travel & Tourism Social Media Campaign
Division
Digital - Social Media Campaign