Recognising the potential for economic growth through investing in tourism promotion, Travel Lane County, the region's destination marketing organisation, partnered with Sojern, a leading marketing technology company, to execute a strategic campaign targeting high-value travellers.
Nestled between the Pacific coastline and the Cascade Mountains, the Eugene, Cascades & Coast region in Oregon offers a unique blend of natural beauty and outdoor adventure. Recognising the potential for economic growth through investing in tourism promotion, Travel Lane County, the region's destination marketing organisation, partnered with Sojern, a leading marketing technology company, to execute a strategic campaign targeting high-value travellers.
The campaign's primary objective was to increase overnight hotel stays and boost the region's visitor economy. Through data analysis, key markets like Los Angeles, San Francisco, Seattle and Portland were identified. This insight drove the creation of a multi-channel campaign utilising display advertising, Connected TV and targeted video content.
By employing an always-on approach, the campaign maintained consistent brand visibility throughout the year. Additionally, diverse creatives were tested to optimise performance and refine messaging. This data-driven approach yielded impressive results:
Further tailoring the advertising strategy, a separate four-month campaign targeted the San Francisco Bay Area, capitalising on the high-spending demographic that lives in the city. This successfully improved the destination's positioning:
Stephen Hoshaw, Senior Director of Tourism at Travel Lane County, underscores the crucial role of data transparency in their partnership with Sojern. "Sojern has provided us with an excellent perspective" he notes, "our strategy adjustments are always rooted in the right data". This collaborative approach ensures continuous improvement and long-term success.
Nestled between the Pacific coastline and the Cascade Mountains, the Eugene, Cascades & Coast region in Oregon offers a unique blend of natural beauty and outdoor adventure. Recognising the potential for economic growth through investing in tourism promotion, Travel Lane County, the region's destination marketing organisation, partnered with Sojern, a leading marketing technology company, to execute a strategic campaign targeting high-value travellers.
The campaign's primary objective was to increase overnight hotel stays and boost the region's visitor economy. Through data analysis, key markets like Los Angeles, San Francisco, Seattle and Portland were identified. This insight drove the creation of a multi-channel campaign utilising display advertising, Connected TV and targeted video content.
By employing an always-on approach, the campaign maintained consistent brand visibility throughout the year. Additionally, diverse creatives were tested to optimise performance and refine messaging. This data-driven approach yielded impressive results:
Further tailoring the advertising strategy, a separate four-month campaign targeted the San Francisco Bay Area, capitalising on the high-spending demographic that lives in the city. This successfully improved the destination's positioning:
Stephen Hoshaw, Senior Director of Tourism at Travel Lane County, underscores the crucial role of data transparency in their partnership with Sojern. "Sojern has provided us with an excellent perspective" he notes, "our strategy adjustments are always rooted in the right data". This collaborative approach ensures continuous improvement and long-term success.
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