Saint Lucia Tourism Authority Increases Web Traffic With Mediagistic and Simpli.fi
Overview
Tourism Group Drives Travelers To Vacation Website
The travel and tourism market is expected to steadily grow by 4.74% each year until 2026 with more than 70% of revenue occurring online (Statista, 2022). Vacationers are inundated with options, so tourism advertisers need precise advertising solutions to effectively reach
potential travelers.
The Saint Lucia Tourism Authority has partnered for several years with their advertising agency, Mediagistic, to execute various marketing campaigns. Recently, they wanted to expand their digital footprint and reach a relevant audience through programmatic advertising. Mediagistic works with Simpli.fi to execute highly-targeted campaigns on behalf of other clients, and knew that Simpli.fi’s unique location-based and behavioral targeting solutions could help accomplish Saint Lucia Tourism Authority’s marketing goals.
After running a successful advertising campaign with Simpli.fi in 2021, Mediagistic and Saint Lucia turned to Simpli.fi again in 2022. The team chose to execute household-level targeting to precisely reach travel enthusiasts who were likely to convert. The advertiser implemented a creative strategy which included CTV and online video ads in order to visually showcase the island. Overall, Saint Lucia Tourism Authority wanted to attain strong Video Completion Rates, increase online traffic to conversion-focused webpages across the Saint Lucia website, and ultimately drive tourists to the island.
Targeting Affluent Travelers At A Household Level
First, Mediagistic and Saint Lucia Tourism leveraged Simpli.fi’s Addressable Audience Curation tool to build a custom household-level audience that aligned with their target audience. By choosing from over 3,000 demographic variables, the advertiser selected the following criteria to identify over 550,000 households across four states:
- Household income of $200K+
- Recently made travel purchase
- Within New York, New Jersey, Connecticut, and Boston
Simpli.fi’s Addressable Geo-Fencing solution used GPS data paired with plat lines to match each address to the exact physical location, shape, and size of the property. The system then automatically built target zones around each property to target all devices seen within the individual households.
In order to showcase the island of Saint Lucia, the advertiser chose to serve CTV and pre-roll ads. The advertiser used a blend of :15 second and :30 second ads across both large and small screens in order to maximize touchpoints across all devices in the household. Simpli.fi’s cross-device matching capabilities allowed the advertiser to track online conversions, regardless of the device on which the ad was served, including from those served on the big screen in the living room.
Reaching Audiences Based On Online Behavior
Saint Lucia Tourism also deployed Simpli.fi’s Keyword Search Retargeting to reach users who indicated interest in travel or beaches based on their online searches. Simpli.fi implemented 986 keywords including beach, resort, and more to serve CTV and pre-roll video ads to those actively looking for travel-related material online.
The advertiser also deployed Site Retargeting to serve the same CTV and video ads to users who had already expressed interest in Saint Lucia by visiting their website.
Simpli.fi Increases Overall Web Traffic
The three-month campaign generated more than 2,500 clicks and drove 1,315 total actions considered to be visits to four main webpages: “accommodations,” “plan your trip,” “specials,” and “experiences.” The video campaign also resulted in high Video Completion Rates of 75.64% for online video and 98.02% for CTV. The video ads and web visits led to a low Cost Per Action (CPA) of $61.04. Both Mediagistic and Saint Lucia Tourism Authority plan to continue working with Simpli.fi to most effectively reach potential Saint Lucia vacationers.