Adrian Awards 2018
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Situational Analysis
VISIT PHILADELPHIA builds Philadelphia’s economy and image through destination marketing that increases the number of visitors, the number of nights they stay and the number of things they do. Specifically, our focus is on engaging with leisure travelers—those who are interested in visiting Philadelphia for fun. Over the years, we’ve worked to convert consumer tradeshow/meeting attendees into leisure guests by inviting them to come early, stay late and come back. That was done by focusing on building awareness. But this year, we tried something new: Through a $75,000 investment from the Pennsylvania Convention Center (PCC)—which we matched—we developed a new retargeting marketing pilot program that focused on engagement. The program allowed us to use new technology, pinpoint interests, geofence specific areas, retarget device IDs and access new data sources to engage with visitors.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
We wanted to connect with potential PCC visitors to encourage them to attend events. We also wanted to engage with those visitors while they were here and encourage them to do more while they were visiting and finally, once they had left, we invited them to come back and sleep over. Marketing goals: 1. Use new data sources and capabilities to target potential visitors with a high potential to visit 2. Craft messages to emphasize the many reasons to visit, things to do while visitors were here and reasons to come back 3. Build an audience to capture device IDs, and then target visitors to invite them back 4. Increase leisure-driven overnight hotel stays
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Our target audience was anyone whose interests aligned with the PCC tradeshows/events in the Mid-Atlantic region and attendees of large citywide events. More than 1.6 million people attended 33 tradeshows/meetings at the PCC and nine citywide events in 2017.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.
Our social media and advertising teams worked to build audiences interested in specific activities represented on the PCC events calendar. Then, through social media posts and online advertisements, they targeted these potential attendees and invited them to tradeshows. We worked with the PCC to identify high-yield tradeshows and meetings and the expected number of attendees for each event, so we could determine the size of the audience we would engage with. With geofencing, we engaged with them while they were here to encourage them to do more. And, perhaps most importantly, we determined who came to tradeshows and retargeted them via Facebook and use device IDs captured through paid media to invite visitors to come back and sleep over. Finally, our research team surveyed attendees of one tradeshow to find out what else people were doing while they were visiting, where they were staying and how they would rate their experiences both in Philadelphia and at the event.
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The campaign aimed to inform potential visitors of all the reasons to visit (including tradeshows and events that matched their interests), what to do while they were here and reasons to come back. This campaign engaged with our audience at all stages of their journey: inviting them to visit, encouraging them to do more while they were here and then, once they left, inviting them to come back and sleep over. This program marked an important new partnership opportunity with the PCC, which distributed content from our websites encouraging visitors to do more outside the PCC while visiting, from “Top 10 things to do near the Convention Center” to “The 10 most popular restaurants.”
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.
We achieved all our goals for this campaign: • We invited potential visitors to 33 tradeshows/meetings and identified 1.6 million visitors to distribute social and paid media ads to while they were visiting. • We crafted more than 20 pieces of content to convey all the reasons to come early, do more, come back and sleep over in Philadelphia. • We captured more than 1.6 million device IDs to invite visitors back. Ultimately, the project drove 1,265 leisure-driven overnight hotel stays.
Entry Title
Retargeting Marketing
Digital Marketing
Digital Campaign
Geo-Targeted Campaign
Entry Award:
Gold, Platinum