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Visit Ogden 2023 Campaign

Client: Visit Ogden

THE SCOPE

The goals for this campaign were to help Visit Ogden drive web traffic to the website, develop audiences for ongoing nurturing, and to build awareness of Ogden area fall activities & events among potential visitors.

Before launching the campaign, we evaluated past program performance as well as historical data in Google Analytics to improve and build upon what we already know. The 2023 campaign had a 30% less budget than 2022, so we concentrated our efforts where we predicted we would have the strongest impact, focusing more budget on Meta and on the top performing/most revenant landing pages, the Fall Events and Fall Activities page. We also put a considerable amount of budget towards Leaf Peeping after learning from the Visit Ogden team that it would be much higher priority compared to past years due to local weather patterns.

STRATEGY & IMPLEMENTATION

Another change we made from the previous year’s promotions was to retarget users with the deals page rather than the lodging page. This aligned well with trends that we have seen in the industry nationally, with travelers looking for more customization and flexibility when booking. We also experimented with a new creative tactic on one of the smaller flights – Paranormal Ogden, using only black and white imagery to highlight Ogden’s historic past in a new way.

We built audiences from relevant web data, using lookalikes and custom audience exclusions and retargeting. We worked closely with the Visit Ogden team on the ad creation process to ensure that all content was in-line with the organizations voice and branding. Campaign ad creatives were chosen from past-top performing images as well as new 2024 images and included the Utah Life Elevated logo. Ad sets focused on in- and out-of-state users separately, with rules set to turn off in-state ad sets once they used 10% of the campaign’s budget, keeping us in line with the Visit Ogden’s grant requirements.

Impressions

Link Clicks

Website Pageviews

Click-Through Rate

THE RESULTS

  • Over 25,700 web page views brought in by the campaign from September 1 – October 31, 2023.
  • 95% better than average campaign CTR better than the tourism industry standard of 0.9% on Meta at 1.75%.
  • 350k impressions with just $2,000 of ad spend which outpaced industry standards of CPC and CTR on that network by 350%+
  • 11k clicks from the top performing ad flight with an average CPC of just $0.16.