Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The overarching goals of Visit Carmel's FY23-24 brand video — titled "A Storybook Kind of Place" — was to (1) establish a brand position that sets Carmel-by-the-Sea apart from its competition and (2) create a brand message that invites visitors to transport themselves to another world in this charming, fairytale village-by-the-sea.
The new brand creative was inspired by our FY23-24 primary visitor research where we confirmed visitors LOVE to (1) explore Carmel's charming village with its hidden passageways and enjoy the amazing food, wine, art, and shopping. (2) Visitors feel a sense of calm in the natural beauty and find joy discovering all the walkable things to do.
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)
The :60 brand video (and its cutdowns at :30 and :15) was a critical brand component that helped generate the following digital results:
+69.34% YOY increase in paid social media Engagements with a total of 5,975,210 — Record breaking social media Engagements!
+17% YOY increase in Overall Website Traffic — Record breaking with a total of 1,072,719 site visitors (first time over 1 million)!
+5.5 million Connected TV commercials 100% viewed nationwide and generated almost 16,000 clicks with 2x webpages (This was a new buy)
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?
The :60 brand video (and its cutdowns at :30 and :15) was a critical brand component that helped generate these ROI results:
1.) FY23-24 Hotel Website Referral Bookings estimated at a record breaking $6,376,821 ROI compared to the last seven years of data!
NOTE: The estimated ROI takes the total "Hotel Website Referrals" and applies this formula: 249,520 Total Referrals x 3.2% Conversion = 7,985 Estimated Hotel Bookings x $798.60 Average Stay = $6,376,821 ROI
2.) FY23-24 City of Carmel Hotel Tax Collection reported a record breaking +11.99% YOY increase in TOT for a total of $8,347,682! This exceeds the last five years including record breaking 2021-22 that benefitted from the pent-up demand due to the pandemic.
Entry Title
Visit Carmel "A Storybook Kind of Place" - Brand Video
Division
Digital - Video - Single Entry