Work // Showcase // Kissimmee Convention and Visitors Bureau

Share |
Kissimmee Convention and Visitors Bureau

Services Utilized

  • Mobile Phone Marketing
  • Online Display Advertising
  • Search Engine Marketing
  • Social Media Marketing
  • Web Analytics

Campaign Objectives

  • Increase awareness of Kissimmee as a premiere Florida destination
  • Think beyond the banner and embrace new technologies and opportunities based on the recent success of video and emergence of social media
  • Measure engagement and unique video KPIs to gain insights and better understand customer: time spent, interactions, videos played

Tactical Approach

  • Partner with premier publishers to successfully leverage and distribute existing branded videos to educate the target audience on the opportunities Kissimmee has to offer
  • Enhance the branded social profile on Facebook allowing customers to directly interact and engage with content while giving them the option to share and voice their opinions

Results

  • Video has proven successful for as a unique way to generate brand awareness
    • More than other creative executions, video impacts brand favorability and purchase intent/consideration  more positively
  • On average, the travel industry shines in the video category, Kissimmee saw their video start rate outperform the industry by 33%
  • Mobile advertising has been a continued success metric for Kissimmee in driving awareness and building user engagement
  • Expanding the social brand presence to focus on content and interaction has created a unique way for customers to experience and share Kissimmee as a travel destination

Related Resources

Research Briefs:

Behavioral Targeting: A Cause for Privacy Concern?

By: Abigail DiFazio and Patrick Walsh

Advertisers are able to reach consumers with the most relevant information possible through behavioral targeting techniques that use "cookies". The misconception of what information is gathered through cookies and how it is then used by advertisers has resulted in government involvement. This research brief illuminates what personal information is collected from consumers and how it is used in behavioral targeting.

Research Briefs:

The Creative Impact on Performance

By: Diane Staffan and Abigail DiFazio

The most impactful element, in conjunction with media, to consider when developing a digital campaign is creative execution. The technology advancements in rich media, video, and dynamic creative have enabled quality brand interactions that at one time could only exist on a brand's website to now occur in the consumer's active online environment. This research brief focuses on a few of the creative tactics that will be heavily considered by marketers in 2010.

Articles:

The 2009 Accenture Global Content Study

Accenture surveyed more than 100 senior executives in the media industry about the major opportunities and challenges they expect to face in the upcoming years.