In partnership with Advance Travel and Tourism, Visit York County, SC launched a comprehensive digital marketing campaign to focus on gaining more visibility and trackable activations of the brand and preferred partner hotels.
From July-December 2020– tactics, messaging, and landing pages are focused on the unique activities that York County offers, along with detailed information about the preferred partner hotels.
Throughout the first 6 months, there were lots of optimizations to improve performance and better understand the audience. We are even able to track outbound clicks to partner sites since November. For November and Dec, the Visit York County website sent over 275 users to partner hotel sites, and it continues to grow month over month.
In December we chose to place a higher emphasis on preferred partner hotels in some of our tactics. Since then we saw a 35% increase in outbound clicks compared to November. We plan to continue to monitor and optimize the campaign to evolve the campaign for better performance each month.
Key Campaign Objectives
- Target and grow audiences in Atlanta, Raleigh and Greenville
- Increase brand awareness and position York County as South Carolina’s year-round outdoor destination.
- Reach sporting event travelers already in market to entice them to spend more time in town or to come back for vacation (Dec. 2020 – Feb. 2021)
Channels
Search & Geofence Display
- THESE DISPLAY AD TACTICS WERE DEPLOYED IN ORDER TO GROW SITE TRAFFIC AND NUMBER OF NEW USERS IN KEY TARGET MARKETS.
Video Marketing
- WE UTILIZED YOUTUBE TRUEVIEW TO VISUALIZE YORK COUNTY AS SOUTH CAROLINA’S YEAR-ROUND OUTDOOR DESTINATION.
Search Engine Marketing
- GOAL WAS TO ENHANCE AND GROW PAID SEARCH TO REACH PEOPLE IN THE BOOKING STAGE OF THE TRAVELER’S PATH TO PURCHASE.
Results
York County is the perfect destination whether you are looking for a couples or family getaway. They have some much to offer when it comes outdoor activities and food that it makes working on their digital campaigns so much fun. The deployment of the campaign is my favorite part since we always have amazing creative to share.
Advance Travel & Tourism helped us maximize our dollars by switching from co-op marketing to strategic advertisements that optimize our brand. By utilizing visitor data, Advance has helped us create unique ways outside of just traditional display ads to reach potential visitors. In this volatile time, it’s great to have a partner that can pivot quickly and cares about the efficiency of our limited budgets.
