Work // Showcase // 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
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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
