Crystal Mountain Resort Hotel Summer Rates Promotion

The campaign strategy featured images of individuals practicing social distancing and families taking part in outdoor summer activities to adhere to new travel guidelines. This campaign’s primary targets were users in Michigan and nearby drive markets, while retargeting efforts were directed at any users in the U.S. that performed relevant actions during the campaign.

There were two key source data components used in this campaign. The first data source was gathered from Crystal Mountains’ and included recent social media engagement, reservation data from 2016-2019, and the  2020 reservation data just for lookalike audiences. The second source was from the resort’s tourism promotion organization, Traverse City Tourism. This data source included components captured from the Facebook Pixel from the Traverse City website and visitors who recently clicked on: Lodging Rates, Lodging Listings, and pages with Crystal Mountain related content on the site, along with the top 25% of users who accessed summer-related content pages.

The campaign was comprised of three ad flights.

• The first flight used expansion lookalike audiences built from both the Crystal Mountain and Traverse City source data.
• The second flight targeted direct customer audiences built from both the Crystal Mountain and Traverse City source data.
• The third flight retargeted engaged users back on their recent actions. Actions included recent visits to the website and those who had searched for a room but did not make a reservation.

The promotion featured comprehensive website landing pages such as Book Hot Dates, Availability Calendar, Booking Search Engine, and E-Newsletter Sign-up.