Pensacola’s DMO asked us to create a strategy to put “heads in beds” during the final weeks of spring 2015. There was an extremely tight budget and less than a month’s lead time to make it happen. Our research showed that specific types of travelers were more likely to book last-minute vacations, so we devised a plan specifically to reach them, and to compel them to take action.
We partnered with travel site Expedia® to design a custom landing page chock-full of featured accommodations, then devised a media mix of email, search, display and social advertising to reach the most qualified leads and drive them to book a stay. Real-time updates of dwindling inventories of featured rooms created a sense of urgency and generated intense response rates. The results speak for themselves.