Travel
Delivering on sky-high expectations
Travel, tourism and destination marketing is one of imediagroup’s specialties. Our key team members have done projects for such high-profile travel clients as the Jamaica Tourist Board, British Tourist Authority, Italian Government Tourist Board and Continental Airlines. We’ve also worked with a number of hotels and convention and visitors bureaus.
Client
Major airline
Objectives
To build awareness of a new Caribbean destination from Boston and New York, drive traffic and generate sales.
Strategy
We launched a multi-dimensional digital campaign targeting travel enthusiasts – mostly women – in the Boston and New York metropolitan areas with household incomes of more than $150,000.
We ran banner display ads that were targeted by behavior, demographics and location on travel-related websites like LonelyPlanet.com and FlightAware.com; women’s sites; and a host of local and national sites focusing on business, education and real estate.
We placed a pair of banner ads to dominate the pages of some websites relating to travel, including Frommers.com and TravelandLeisure.com. Likewise, to reach prospects on mobile devices, we used geo-targeted banners on sites that are part of our travel mobile network.
In addition, we employed retargeting to reach visitors who had left the airline’s website without taking an action. We also sent an e-blast to recipients in the targeted areas who had given a double opt-in to receive travel content.
Results
We exceeded KPI goals and imediagroup was applauded for the success of their client’s program and our ability to aggregate across a multitude of digital travel resources.
Brand awareness
and travel inquiries
increased measurably.