In the competitive landscape of destination marketing organizations (DMOs), the challenge lies in capturing and maintaining the attention of loyal subscribers and potential visitors. With limited resources, DMOs often face the daunting task of delivering impactful campaigns that engage potential travelers and convert interest into actual visits.
The Challenge: Providing Value & Impact
DMOs must continually innovate to stay relevant. This involves leveraging targeted marketing strategies that resonate with their audience, driving engagement, and ultimately boosting visitor numbers.
The Solution: Precision Marketing & Collaborative Efforts
With the help of strategic partners like Simpleview, DMOs can maximize their efforts through data-driven insights and integrated marketing campaigns. Simpleview’s strategy and insights team has been instrumental in helping DMOs like Visit Irving and Hamilton County Tourism (HCT) craft and execute successful closed-loop integrated marketing campaigns. By aligning resources with strategic goals, these campaigns have not only increased visibility but also enhanced visitor engagement and loyalty.
But don’t just take our word for it — see it in action in these three success stories, where Visit Irving and HCT harnessed the power of sweepstakes campaigns to incentivize loyal subscribers to visit their respective destinations.
Visit Irving Spreads Seasonal Joy & Community Engagement
The "12 Days of Holiday Giveaways" campaign by Visit Irving ran from December 1 to December 12, 2023, targeting a diverse audience of current and new subscribers aged 18 and above across the U.S. — with a specific focus on Texas, Oklahoma, and Louisiana. This festive campaign aimed to boost e-newsletter sign-ups, increase partner referrals, improve email open rates, and drive traffic to the campaign landing page.
Visit Irving collaborated with 41 partners who provided prizes ranging from $450 to $7,200, including hotel stays, event tickets, dining experiences, and more. Each day, one winner was randomly selected from entrants who subscribed to Visit Irving’s e-newsletter. The campaign strategically leveraged drip campaign emails, a dedicated landing page showcasing daily giveaways, and paid social media ads on platforms like Facebook and Instagram.
Key outcomes included impressive engagement metrics:
- Email open rates ranged from 46.7% to 59.8%, with the final email achieving a 59.8% open rate and significant click-through and conversion rates
- The paid social campaign generated 8,788 clicks at a low cost-per-click (CPC) of $0.27, with strong engagement on Facebook and Instagram
- The landing page and associated child pages amassed approximately 15,000 sessions and an 81.5% engagement rate, indicating high visitor interest and interaction
- Overall, the campaign resulted in 967 new e-newsletter sign-ups and 1,882 form submissions
Participants were also incentivized with special offers from partners, contributing to a positive experience even for non-winners. Partners received detailed reports outlining social impressions, listing views, and referrals generated, reinforcing the campaign's success in driving awareness and engagement not only for Visit Irving but also for its local partners.
The ‘12 Days of Holiday Giveaways' exceeded our expectations in terms of engagement and reach.”
Kayla Mansour, Marketing Manager, Visit Irving
With Simpleview’s support, we were able to connect with our community in a meaningful way, reinforcing Irving as a must-visit destination during the holiday season.”
Lori Sirmen, Communications / Media / Public Relations, Visit Irving
With Simpleview’s strategic guidance, our 'Around the Table' and 'The Great Dine Out' campaigns not only promoted our growing culinary scene but also piqued visitor interest and local excitement. The integrated approach helped us achieve measurable results and strengthen our connections with both residents and visitors."
Ashley Ledford, Marketing and Promotions Director at Hamilton County Tourism, Inc.
Throughout January 2024, the "Around the Table" campaign aimed to spotlight the diverse culinary offerings of Hamilton County, Indiana. Targeting a wide audience that included current HCT email subscribers and new subscribers attracted through social media channels, the campaign set out to achieve several strategic objectives.
Central to the campaign was a series of engaging videos featuring intimate narratives from local restaurant owners, inviting viewers to discover the personal stories behind each establishment. They were strategically promoted using Google Demand Gen, Performance Max, and social media platforms like Facebook and Instagram. This approach ensured maximum visibility among audiences actively seeking dining experiences or interested in foodie culture.
A highlight of the campaign was the "Around the Table" foodie giveaway, which offered participants a chance to win a package that included gift cards to local restaurants, an overnight stay, shopping vouchers, and a unique local experience. Participants entered the giveaway by filling out a form on the campaign's landing page.
Throughout January, HCT employed a robust remarketing strategy aimed at users who had shown interest in dining options within Hamilton County. This tactic involved targeted Facebook ads, re-engaging users and prompting them to participate in the giveaway or explore more about the local culinary scene.
"Around the Table" garnered:
- Over 102,448 engagements and 444,067 impressions across its video content
- A 23% click-through rate
- 32,671 link clicks on social media with an average cost of $0.19 per click
- 61,139 pageviews and 2,459 conversions on the campaign landing page
- 1,111 new e-newsletter sign-ups
- 1,589 giveaway submissions
"The Great Dine Out" Campaign
HCT celebrated the third annual "The Great Dine Out" to promote the local food scene during January, typically a slow month for restaurants. To address this, HCT partnered with Bandwango to launch a mobile-exclusive passport program that included over 50 local restaurants offering special deals on dine-in and carry-out meals. Participants accessed these deals by using unique codes provided by each restaurant. A key incentive was the opportunity to earn a $25 restaurant gift card after completing five check-ins, adding further appeal to the promotion.
Targeting foodies, local residents, and potential visitors aged 25 and above in Indianapolis DMA and Lafayette DMA, the campaign utilized a comprehensive paid search strategy focused on a diverse set of food-related keywords. This approach aimed to maximize visibility and engagement among the target audience. The marketing strategy for "The Great Dine Out" launched on January 2, 2023, leveraging a mix of social media platforms, local radio, television, print media, and digital channels.
Performance metrics showcased notable increases from the previous year. HTC reported the following results:
- Sign-ups surged by 99%, totaling 8,736 participants
- Marketing opt-ins increased by 49%, reaching 4,217
- Check-ins rose by 109%, tallying 2,378
- Redemptions saw a 75% increase, benefiting 1,094 participants
- A total of 230 restaurant gift cards were awarded, marking a 147% increase
The campaign garnered extensive media coverage from prominent local outlets, and the campaign’s integrated approach yielded a significant return on investment.
Innovating for Future Success
The success of Visit Irving and HCT’s integrated marketing campaigns underscores the power of collaborative efforts and targeted marketing in destination promotion. By employing creative strategies tailored to their unique strengths, these DMOs have not only amplified their brand presence but also cultivated lasting relationships with their audiences.
As DMOs continue to navigate the evolving landscape of travel and tourism, the lessons from Visit Irving and HCT’s campaigns serve as a blueprint for achieving sustainable growth and community engagement. By embracing innovation and strategic partnerships, DMOs can ensure their destinations remain top of mind for travelers worldwide.
