Overview
A historic coastal region wanted to revitalize their tourism program, measured by brand lift and increased engagement. Their focus was on family vacation decision makers who would have a short travel distance.
Inuvo began the campaign by targeting females 55+ who were planning a vacation and using broad categories of interest such as travel, arts and humanities, outdoor and adventure, and food and drink. It was targeted to nearby coastal states.
The lntentKey™ technology refined the targeting to more precise concepts which included the best beaches, history, heritage, and golf. Examples include:
- Hammock Coast
- Pawleys Island
- Best Golf
- Beach House Rentals
- Georgetown SC Events
- Historic Spots in South Carolina
The campaign exceeded the engagement rate goal of 3% and a Vizu brand study showed a brand lift of 26%. The brand lift score was above the average score for intent, travel, and tourism campaigns in all dimensions.
