Traverse City Summer 2019 Summer Escape Accommodation Campaign
Client: Traverse City Tourism
" />
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. The videos 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.
People Reached
Link Clicks
Pageviews
Video Views
Stay up-to-date on digital marketing trends and learn more about best practices in the tourism industry delivered directly to your inbox each month.
August 29 – September 2 | Brian Matson will be presenting at the Texas Association of CVBs Annual Conference in South Padre Island, TX onTake Control: Social Media Tactics to Work Smarter, Not Harder and Leverage LinkedIn and Social Ads for Meetings, Groups, and Sports
September 25 – 27 | The TwoSix Digital Team will be attending the 2022 MACVB Annual Educational Conference in Mackinac Island, MI.
October 12 – 14 | Dave Serino will be presenting at the TEBEX North America in Lafayette, LA on Digital Marketing Trends.
Cookie | Duration | Description |
---|---|---|
cookielawinfo-checkbox-analytics | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics". |
cookielawinfo-checkbox-functional | 11 months | The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". |
cookielawinfo-checkbox-necessary | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary". |
cookielawinfo-checkbox-others | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other. |
cookielawinfo-checkbox-performance | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance". |
viewed_cookie_policy | 11 months | The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data. |