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The Convention & Visitors Bureau needed to increase awareness
of Cleveland's world-class attractions, hotels, restaurants,
and more; in an effort to enhance the image of the city to out-of-town
leisure travelers, and generate incremental visitation. But
what would be the best vehicle?
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Vilocity developed a dramatic Email Campaign targeting travel-responsive
consumers in key DMA's. An opt-in database and purchased lists
were utilized. Strong creative featured the area's best attractions
– such as the Rock and Roll Hall of Fame, Six Flags, Great
Lakes Science Center, and more – all in an effort to reinvent
the destination's image with leisure travelers. The call-to-action
included an offer for a free Cleveland Travel Packet. Other
campaign elements also included such strategies as sweepstakes
to incent registrations, "viral marketing" to help
increase pass-along rate, and online surveys of users to learn
demographics and psychographics of target audiences.
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The Email Campaign was a great success! View rates reached
as high as 84%, and Click-Through rates reached as high as 10%
-- far above industry averages. Through this and other interactive
marketing efforts from Vilocity, the CVB now receives more requests
for Travel Packets via the web than through any other channel.
Best of all, the email campaign was cost effective, avoiding
the printing and postage costs normally associated with print
direct marketing.
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Summer
Mini Vacations Email
Summer
Mini Vacations Microsite
Fall/Winter
Mini Vacations Email
Fall/Winter
Mini Vacations Microsite
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