Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Experience Kissimmee’s overall goals for this campaign were to promote and drive accommodations bookings to the destination during the fall shoulder season months (Aug – Oct) along with Partner Referrals and Newsletter opt-ins.
Specifically, for this 2-month campaign (July 18 – Sept 23):
• Generate more than 30 million campaign impressions
• Exceed 20K Partner Referrals
• Generate more than 2K new leads
• More than 25% of all web traffic during advertising window should come from paid media campaigns
With the media executions, Experience Kissimmee was looking for users to feel inspired to click on the website and explore the destination by clicking on a partner link and then booking.
The campaign media strategy paired our target audiences (FL personas: Insta-Worthy Vacationers, On-the-Go Suburbia, and Non-Family Vacationers) and markets (Miami/Ft. Lauderdale, West Palm Beach, Tampa/St. Petersburg, Orlando/Daytona Beach/Melbourne/Kissimmee) with carefully selected advertising partners and platforms that carried Experience Kissimmee’s message to qualified and engaged prospective visitors. Creative across all vendors and executions was aligned with Experience Kissimmee’s summer messaging and assets.
EK aimed to accomplish their goals by:
• Leveraging partnerships with media vendors
• Developing visually stunning creative along with custom content
• Tapping into content formats that are most engaging
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 two-month campaign exceeded our goals across all four media vendor executions, from 7/18 – 9/16:
• Generated 40.5M+ impressions
• Exceeded 20K Partner Referrals by 4x with 90K+
• Generated over 2.2K new leads
• Accounted for 36.4% of all web traffic from paid media campaigns
• Total Clicks: 129,362
• Overall CTR: .32% at $3.72 CPC
The campaign contributed, along with other EK marketing efforts, to increased occupancy for the months of August and September, showing a positive impact:
August: YOY 59% 2022 vs 47% 2021 = 12% increase
September: YOY 60% 2022 vs 41% 2021 = 19% increase
Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Since the assets were all created in collaboration with each media vendor and in-house by the Experience Kissimmee team, a majority of the budget was spent on media for this campaign. Total budget was $517,540 with just under $6,000 in ad serving and just over $51,000 used for media management and the rest ($460,000) for actual media spend, broken down by vendor below:
• New York Times, Custom Content, $200,000
• Nativo, Custom Articles/Stories, $100,000
• Ad+Genuity, Programmatic Display, $45,000
Entry Title
Florida Summer Shoulder Season Campaign
Division
Digital - Multimedia Multiple Channels