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Cayman Islands’ 2009 Banner Advertising Campaign Short Case Study

Cayman Islands’ 2009 Banner Advertising Campaign Short Case Study. Dr. David Horrigan Glion Institute of Higher Education & LRG University of Applied Sciences. IOETI 2 nd Online Tourism Marketing Conference El Gouna – Red Sea, Egypt December 15, 2009. Agenda.

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Cayman Islands’ 2009 Banner Advertising Campaign Short Case Study

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  1. Cayman Islands’2009 Banner Advertising CampaignShort Case Study Dr. David Horrigan Glion Institute of Higher Education & LRG University of Applied Sciences IOETI 2nd Online Tourism Marketing Conference El Gouna – Red Sea, Egypt December 15, 2009

  2. Agenda • Interactive Advertising Goals • 2009 Banner Advertising Campaign Examples • Campaign Evaluation • Lessons Learned • Relevant and Unique Website

  3. Brand IdentityBrand Feel“Soul”

  4. Cayman Islands’Interactive advertising goals • Generate awareness for the brand, as well as seasonal promotions • Encourage online booking, driving traffic to Cayman website, wholesalers and private sector partners • Maintain share of voice in an increasingly crowded platform • Be relevant and consistent to the brand

  5. Striking the right balance online

  6. 2009 Banner Advertising Campaign

  7. Vows Pirates Week Dive Skate Jazzfest Worth it Cayman Summer Splash (CSS) Brand Identity = Soul Soul of the island Soul of its people Contests & Sweepstakes Creative Campaigns by Message and Unit Size

  8. Vows: Romance

  9. Vows: Romance Sweepstakes Honeymoon Sweeps 7 Mile Sweeps

  10. Vows: Sitelet Cayman Destination Wedding Sitelet Cayman Honeymoon Hot Spot

  11. Vows: Honeymoon

  12. Vows: Wedding

  13. Pirates Week

  14. Skate Cayman With Talent

  15. Skate Cayman

  16. CSS Non Flights

  17. CSS Flights

  18. JazzFest

  19. Worth It

  20. Luxury Worth It

  21. Dive

  22. Dive Contest

  23. Scuba Diving

  24. Evaluating the Online Campaigns • Multiple creative messages ran during 2009: • Creative messages did not run simultaneously; Timing is a variable that affects results (not measured) • Online media buys were buy-managed, optimizing to the best performing placements • Small percentage of the population clicks on ads; and Back-end conversion or booking data correlated to the online campaigns are not available • Results good for directional purposes: Campaign results were not statistically valid

  25. Creative by Unit Size Custom units: 152x90, top performing size Year to-date average CTR is 0.33%. Overall Custom sizes out-performed standard unit sizes. Standard units: 300x250, top performing size

  26. Creative by Message Vows and PiratesWeek were the top performing creative messages within the Consumer category

  27. Creative by Dive Message Destination of the Month and Dive Contest were the top performing creative message within the Dive category Despite Dive Contest producing a slightly lower CTR than Destination of the Month, it delivered 33% of the overall clicks

  28. Thoughts • Measure campaign effectiveness by: • Message • Unit size • Timing • Buy-manage to optimize best performing placements • Drive traffic to relevant information by market segment • Offer unique information consistent with your brand identity

  29. Center of Marketing Excellence Tourism Market Research & Consulting www.marketing.glion.edu Thank You!

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