TwoSix Digital Celebrates 2019 Adrian Award Wins
Last night at the 63rd annual Adrian Awards in New York City, the Hospitality Sales & Marketing Association International (HSMAI) honored three of TwoSix Digital’s clients with awards for digital marketing campaigns developed by the organization. The three winners were the Frankenmuth Convention and Visitors Bureau, Traverse City Tourism and Crystal Mountain Resort.
“It was a great honor for our work to be recognized on a national level,” said Dave Serino, Founder, and Chief Strategist at TwoSix Digital. “We’re very thankful for the opportunity to work with such a great group of clients and we’re looking forward to more continued success in the future.”
Here are some additional details on the campaigns and awards:
Frankenmuth Convention and Visitors Bureau – Frankenmuth,
The Shoulder Season campaign’s overall goal was to attract travelers during the traditionally slower tourism months of March and April. The target demographic of the campaign were families within a 3-hour drive of Frankenmuth that may not have the time or resources to travel extended distances during the spring break period. The center of the campaign was to promote waterpark themed hotels and family-related activities in the area.
The Frankenmuth Shoulder Season Spring Break Campaign was also recognized with an eTSY award for the Best Content Marketing Program presented at the eTourism Summit in San Francisco, CA on October 9, 2019.
Traverse City Tourism – Traverse City, Michigan
The goal of the Hotels and Accommodations Campaign was to raise awareness of summer escapes to Traverse City for families and groups. The campaign targeted extended family vacations and women who plan family travel within the Great Lakes Region.
Pictured: Coryn Briggs, Director of Digital Marketing, Traverse City Tourism and Jen Case, Vice President of Marketing, Traverse City Tourism
Crystal Mountain Resort – Thompsonville, Michigan
The overall goal for Crystal Mountain’s Summer 2019 campaign was to fill soft
periods within their summer calendar for getaways. The program was developed to
drive room sales by targeting new potential guests, along with those who have
stayed within the past two years.
The HSMAI Adrian Awards are open to all travel-related industries with categories in advertising, digital marketing, and public relations, receiving more than 1,000 entries annually. Visit www.ArdianAwards.com for more information on the competition and to view the 2019 winning entries.
TwoSix Digital would like to say congratulations to all 3 winners, we celebrate your success and look forward to celebrating more in the future.
“As a 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 & analytical approach of each phase of the process maximized engagement & drove conversions. It had a tremendous impact on room revenue particularly as we looked to fill dates in the peak summer months.”
“With the help of Two Six Digital, we saw a 59% increase in website traffic year over year. This is usually a typical slow traffic period for us. The number of new visitors to the site as well as conversions reached throughout the campaign neared numbers that we typically see during peak summer months. Unique visitors to the Book a Room page almost doubled each month during the campaign. We were really ecstatic about the results the campaign produced.”
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 overwhelming positive results!