Crystal Mountain is a four-season resort located in northern Michigan. They are well-known for the vast amount of outdoor activities available at the resort, especially in the winter when they become a highly populated ski destination.
The goal of this program was to fill soft periods within the resort’s summer inventory. They already had a “Hot Lodging Dates” program developed with a dedicated landing page for customers to learn more about the resort, along with the ability to make a reservation. The program was developed to drive room sales by targeting new potential guests along with reminding those who have stayed in the past two summer seasons about the special rates and availability.
The target audience was built around personas based on those who have visited the resort in the summer months over the last two seasons. We used an export from the resort’s reservation system to seed the campaign with a quality source data and identify the personas of past visitors. We then developed custom and lookalike audiences to target consumers on the first ad set. We also used Google Analytics data to sub target that audience based on geographic locations with the most engagement on summer related content during the past two season. The GEO targeting included the entire state of Michigan and the following DMAs:
- Chicago, IL
- Indianapolis, IN
- South Bend – Elkhart, IN
- Fort Wayne, IN
- Columbus, OH
- Toledo, OH
- Cincinnati, OH
- Cleveland, OH
- Nashville, TN
- Milwaukee, WI
- St. Louis, MO
Average Time on Site
Direct Website Clicks
Overall ROI for Every Dollar Spent
“As a stand-alone, four season, family-owned resort it’s critical that we be strategic with each dollar in our marketing budget. TwoSix Digital’s campaign provided as phenomenal an ROI as any digital campaign we’ve executed this season – over $9 returned for every single dollar spent. The creative and analytical approach they took through each phase of this process maximized engagement and drove conversions in a highly competitive market. It had a tremendous impact on room revenue particularly as we looked to fill dates in the peak summer months.”
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TwoSix Digitals Response to COVID-19: We have entered into a difficult time for digital marketing within the tourism industry. We as a TwoSix team have been actively working and brainstorming helpful ways to virtually survive the pandemic we’re in. We are closely monitoring the quickly spreading virus and will keep you updated.
COVID-19 has impacted small businesses, restaurants and stores. However the tourism industry has been impacted with destinations being shut down and travel being banned.
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