Targeting in-market travelers and measuring their economic impact — resulting in a high return on as spend (ROAS).
$195:1
total ROAS$25:1
lodging ROAS$20.3M
total messaged revenue
Visit St. Pete/Clearwater (VSPC), a destination marketing organization. Beautiful beaches, scenic sunsets, endless attractions. For as much as the area offers, VSPC wanted to know if it’s gaining as much in return. So they set their sights on welcoming high-yielding travelers while measuring impact of their marketing on the local economy. The challenge: like many destination marketing organizations (DMOs), there’s no point of sale — they’re marketing an experience.
To get travelers to the St. Pete/Clearwater, we helped them picture themselves there first. Using lookalike models, we targeted in-market travelers and served them relevant, mobile-rich display messages. Once they arrived, we gained insights on their interactions, on and off the itinerary. From restaurants, gas stations, shops and more, we tracked their net economic impact in the area, resulting in a strong ROAS.
How did we target in a way that resonated with travelers? We leveraged our 200M+ customer profiles built on first-party data to create lookalike models of previous high-spending visitors.
From point A to point Z, we provide a full view of how many visitors digital marketing influences, the top feeder markets and how much visitors spend across key categories like restaurants, shops, gas stations and more.
Breaking it down
Watch the video to learn more about how Epsilon and Visit St.Pete/Clearwater worked together to attract the right tourists to the Sunshine State.
Our client previously made decisions based on <1% of their total purchases by limiting measurement and reporting to online click-to-conversions. We showed more of their customers’ actual transactions, both online and offline.Leroy Bridges, Vice President, Digital & Communications at Visit St. Pete/Clearwater
