Challenge
A state tourism department, faced with intense global tourism competition, sought to increase awareness and consumer engagement with the state as a coveted destination. The goals were to drive traffic to its official tourism website, increase requests for its annual Vacation Planner, lower the cost of lead acquisition, and build out a robust database of opt-in email addresses.
Solution
Response Media designed an comprehensive strategy, mirroring successful postal programs, using an effective digital campaign targeting America’s most affluent consumers. The program was designed to appeal to and engage family travelers with a destination guide.
Result
- 26% OPEN RATEon emails
- 16% Click thruto the official tourist website
- Campaign delivered120% of the forecasted requestsfor the Vacation Planner in half the anticipated time