The goal of the program was to raise awareness about summer escapes to Traverse City, Michigan for families and small traveling groups. The creative featured a family and extended family visiting the destination along with groups of women highlighting girlfriend’s getaways. The intent of the program was to introduce the travel product to new audiences and highlight additional accommodation options to visitors with larger parties – like cottages and cabins.
The program goals were focused around website engagement metrics and queries to the Book Direct reservation engine on www.traversecity.com.
The target audiences were families, extended families and groups of women visiting the area for a getaway or reunion type of trip. Because of the location of the destination and it’s accessibility via automobile, we mainly focused on drive markets in the Michigan, Illinois, Ohio, Indiana and Wisconsin.
We determined through our Google Analytics analysis that there was a high interest in the cabins and cottages pages on the website as it generates a high volume of engaged traffic throughout the year, but especially in the travel planning season.
Additional research conducted on search engine queries showed that there were also high volume of searches conducted on keyword phrases like “houses to rent in Traverse City”, “cottages to rent”, “cottage rentals”, “vacation rentals”, “house rentals in Traverse City” along with several other searches related to lodging and accommodations. We also found high volumes on searches like “kid activities” and “activities for kids in Traverse city” which gave us an additional assurance that consumers were looking for a destination that was family-friendly and had adequate accommodations for larger groups.
The creative was built with the mobile canvas in mind and tailored to this group via videos that began with a vertical intro that took on the appearance of a native Instagram story. We also used Instagram and Facebook story ads to add a more authentic look to the messaging. The videos were centered around families reuniting and enjoying their time together while participating in activities within the destination.
We are always looking for creative and strategic ways to promote lodging in Traverse City. However, social media isn’t usually the platform we use to drive these conversions. But, by using the highly targeted ad types developed by the Two Six team, we learned that this content is valuable in the social space. From the higher than average click-through rates to the increased referrals to lodging partners websites, the campaign mix yielded overwhelmingly positive results!
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