Fueling a record-setting tourism year with outcome-based marketing
A journey to deeper knowledge
The Shoals, a destination marketing organization for the northwestern area of Alabama, wanted a deeper understanding of both their audience and their performance metrics. Rob Carnegie, president and CEO, says, “We wanted to see who exactly were our highest-value visitors, where they came from and how they spent their money.”
Achieving results with an outcome-based campaign
Epsilon partnered with The Shoals on their first outcome-based campaign from start to finish, wrapping up with results that contributed to the destination marketing organization’s best year on record.
Audience identification
Using The Shoals’ proprietary transactional data, Epsilon helped to create custom audiences of past visitors and people most likely to visit. Having first-party data-modeled audiences helped to center efforts around the highest-value in-market visitors—past and prospective.
Ad creation & activation
We then created animated banner ads showcasing the depth and breadth of the destination, and used cross-device technology to extend reach.
True-value measurement
Once visitors arrived in town, our Net Economic Impact (NEI) Solution enabled an understanding of visitors’ spend across all destination categories including lodging, restaurants, retail, attractions and more. Then The Shoals could report their performance back to stakeholders.
Proof, not promises
Proof, not promises
You don't have to take our word for it. Listen to The Shoals' President & CEO, Rob Carnegie, discuss how Epsilon helped to drive expectation-exceeding results.
“The campaign really exceeded our expectations. The depth of the data intelligence was invaluable for me to better understand where our visitors were coming from, how much they were spending in our destination and where they were spending their money.... We believe the campaign drove a lot of [our] record-setting benchmarks.”
Rob Carnegie, President & CEO, The Shoals
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