Destination Marketing for a U.S. State

Objective

For drive markets, a U.S.-based state convention and visitors’ bureau wanted to track media to understand if their digital advertising influenced length-of-stay, hotel bookings, and average daily rates against existing data.

Market
Washington D.C.

Formula

Global air and hotel data company with over 750 million monthly unique visits and over 1 billion rich profiles worked with CWW to deliver greater value to its clients through our strategic use of global data company to:

  • Measure return on marketing investment and strategy through transactional data and bookings
  • Optimize marketing campaigns with real-time insights into media performance across digital channels
  • Understand insights into in-location spending, competitors, and both known and unknown visitor behaviors

Result
The state saw an average 3.6-night length of stay from this campaign and when they compared their ad-exposed audience to an unexposed audience, they saw an average daily rate that was $30 higher. They were also able to increase their budget by showing leadership new data on travelers that impacts future marketing campaigns.