Convention & Visitors Bureau of Cleveland

Mini Vacations

Mission

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?

Tactics

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.

Results

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.

View Samples

Summer Mini Vacations Email
Summer Mini Vacations Microsite
Fall/Winter Mini Vacations Email
Fall/Winter Mini Vacations Microsite