Using Email Marketing and Omni-Channel Integration to grow the tourism rate in Williamsburg, VA
The Client:
Visit Williamsburg is a destination marketing organization that offers resources for visitors in the Williamsburg, Jamestown and Yorktown areas. They highlight everything from lodging and dining to activities and family-friendly adventures.
Their Challenge:
Visit Williamsburg needed a strong and reliable digital campaign that would increase the tourism rate in the area. A platform to share their credible resources and content in a direct and meaningful way along with the ability to reach a detailed targeted audience were vital to their success. Before launching an Email Marketing campaign with VistaDigital Agency, Williamsburg had the 2nd lowest occupancy for the country at just 40%.
Our Solution:
VistaDigital Agency proposed a comprehensive solution to address Visit Williamsburg’s need to increase the tourism rate. Key features of the solution included:
- Advanced Audience Targeting: Created a detailed custom audience with selects that included specific demographic information such as age, household income, area geo-targeting, and more, as well as key interests in lifestyle and behavior
- Custom Emails: Created to client approval and deployed to the targeted audiences noted above. Content rotated between specific timely packages/blogs that Visit Williamsburg wished to highlight and various visitor resources
- Omni-Channel Integration: To further enhance the messaging with Email Marketing with multi-channel retargeting strategies, we implemented Amazon OTT campaigns that served display and video ads through our targeted audiences’ Amazon TV devices.
Project Summary:
VistaDigital Agency successfully designed, launched, and tracked the Visit Williamsburg Email Marketing and Omni-Channel Integration campaigns. Since starting Email Marketing, the occupancy rate has increased to 53%. Visit Williamsburg was able to connect with their ideal audiences on a deeper level, retarget them and have a 95% overall ROI.
By implementing this solution, VistaDigital Agency helped Visit Williamsburg improve their online functionality, streamline content management, and provide a better user experience for their customers and franchisees.
