Challenge
Sussex Skylands, New Jersey’s “Great Northwest,” is a four-season destination region offering a variety of outdoor attractions, activities and resorts.
The Sussex Skylands DMO sought to raise awareness of the Sussex County region and the vast array of area attractions and events. They partnered with us to create and strategically deploy effective cross-channel marketing campaigns to reach their optimal travel audiences.
Goals
- Raise brand awareness of the Sussex Skylands region.
- Increase downloads of the Visitor Guide, Trail Guide, and Travel Brochure mailer through the website.
- Drive attendance to area events.
Strategy
Developed a robust branding and awareness program that included:
CONTENT MARKETING:
Monthly program with seasonal focus on NJ.com and quarterly focus in Jersey’s Best Magazine and on jerseysbest.com to feature activities within the county for all types of travelers and day-trippers spanning fun, adventure, family time and relaxation.
DIGITAL DISPLAY:
Comprehensive monthly program utilizing high impact ad units on NJ.com, extended network and streaming audio, paired with targeting for content and paid social marketing, to drive upper funnel brand awareness and increase lift in viewer recall.
SOCIAL MEDIA MARKETING:
Paid social campaigns to engage audiences to drive Visitor/Trail Guide downloads and Travel Brochure requests.
VIDEO & STREAMING AUDIO:
Incorporating enticing videos and streaming audio into the mix added a new dimension to the media mix while enhancing and broadening the content marketing efforts.
Results
YEAR 1
- +190% IN SITE TRAFFIC
- 7 million digital ads seen by potential travelers.
- 54K clicks to the website driven by the Paid Social campaign.
- 2.2K guides and brochures downloaded/requested, representing 70% of all requests.
YEAR 2
- +90% IN SITE TRAFFIC VS PRIOR YEAR
- 18K Views to Content Marketing articles
- 22K New User Website Sessions from event ads
- +53% in Visitor Guide downloads
YEAR 5
We have continued to deliver successful campaigns over many years for Sussex Skylands. In our most recent years, our cross-channel strategies continue to drive higher engagement.
- DISPLAY: Clicks +63% | CTR +31%
- PAID SOCIAL: Website Leads +74% | CTR +49%
- STREAMING AUDIO: Clicks +183%
- WEBSITE: New Visitors +40%
- VISITOR GUIDE: Downloads +143%
From the outset, the team impressed us with their unique approach to advertising. They took the time to understand our brand’s vision and values, crafting campaigns that were not only visually stunning but also resonated deeply with our target audience. Since beginning of this partnership, we’ve experienced a significant increase in brand awareness and customer engagement and our social media presence has expanded exponentially.
One of the standout aspects of working with Advance Travel & Tourism… is their emphasis on communication. They are proactive in keeping us updated on campaign progress and receptive to our feedback. This open dialogue has strengthened our trust and made the partnership not only successful but also enjoyable. Their passion, creativity, and professionalism have made all the difference, and we wholeheartedly recommend their services to any company looking to elevate their brand.
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