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.”
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.
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.
We then created animated banner ads showcasing the depth and breadth of the destination, and used cross-device technology to extend reach.
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
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.
