Head and Shoulders Above the Rest


Partnering with Expedia® to increase shoulder season visits.

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Digital Media Buying

$2.8 million

Economic Impact

$71 ROI

For Every Dollar Spent

46%

Increase In Bookings

Visitors head straight to the beach.


Our campaign resulted in a 46% increase in bookings over the prior year and an ROI of $71 for every dollar spent.
Summary

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.

$2.8 million in economic impact.

Blueprint

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.