Connecting with the right people to drive visitors and sales:
$46.5M
revenue165K
visitors$206:1
total ROI
“Virgina is for Lovers” is a well-known in both Virginia and across the United States. But despite the Commonwealth’s strong brand recognition, Virginia Tourism Corporation (Virginia), the state tourism organization, needed to bring in more visitors and revenue to accelerate recovery from the pandemic.
Virginia partnered with Epsilon to help them achieve a higher level of useful customer insights, including their feeder markets and buying behavior, better visitor targeting, and more granular measurement and reporting.
Using Epsilon’s Core Transact data, Virginia was able to identify the best people to message in two categories: Virginia’s best high-yielding past visitors, and prospects who had not yet visited Virginia.
With Epsilon Digital, Virginia efficiently served relevant messages based on real-time comprehensive contextual and behavioural data, reaching each person at the right time and place.
Epsilon’s Net Economic Impact (NEI) solution provided a full understanding of how many visitors digital marketing influenced, the top feeder markets and how much they spend across key categories like restaurants, shops, gas stations and more.
"Epsilon brings insights we’ve never had before. We didn’t even know what we were missing until we were introduced to the type of data Epsilon provides."Lindsey Norment – Brand Director, Virginia Tourism Corporation
