Work // Showcase // Kissimmee Convention and Visitors Bureau
Services Utilized
- Email Marketing
- Mobile Phone Marketing
- Online Display Advertising
- Rich Media
- Social Media Marketing
- Sponsorship
Objective
- Brand Awareness via a high volume, efficient media plan to ensure a large-scale brand “splash” utilizing display, mobile, email, sponsorships, content integration, social media and sweepstakes
- Brand Engagement via website
- KPI’s: Lead generation, growth of email and mobile database, sweepstakes entry
Tactical Approach
- Utilize a variety of digital media targeting users that are interested in Florida travel, supported by high reach against our core target audience
- Digital media mix to garner a very low percent duplication across all content sites
- To achieve a mass reach with low frequency, use of sites with 200k+ monthly unique visitors
- Employ various targeting techniquesincluding geo, contextual and behavioral
- Track user path to better understand how the digital media mix allocation impacts key performance indicators
Results
- Increase in total room bookings and booking dollars, almost double that of the lofty competition
- Conversion insight: regardless of offer, users must be exposed to message multiple times in order to take action
- Surpassed key performance indicator goals across the board
