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Cayman Islands’2009 Banner Advertising Campaign
Short Case Study
Dr. David HorriganGlion Institute of Higher Education &
LRG University of Applied Sciences
IOETI
2nd Online Tourism Marketing Conference
El Gouna – Red Sea, Egypt
December 15, 2009
Agenda
• Interactive Advertising Goals
• 2009 Banner Advertising Campaign Examples
• Campaign Evaluation
• Lessons Learned
• Relevant and Unique Website
Brand Identity
Brand Feel
“Soul”
Cayman Islands’Interactive advertising goals
• Generate awareness for the brand, as well as seasonal promotions
• Encourage online booking, driving traffic to Cayman website, wholesalers and private sector partners
• Maintain share of voice in an increasingly crowded platform
• Be relevant and consistent to the brand
Striking the right balance online
2009 Banner Advertising Campaign
Creative Campaigns by Message and Unit Size
Vows
Pirates Week
Skate
CaymanSummer Splash
(CSS)
Jazzfest
Worth it
Dive
Brand Identity = Soul
Soul of the island
Soul of its people
Contests & Sweepstakes
Vows: Romance
7 Mile SweepsHoneymoon Sweeps
Vows: Romance Sweepstakes
Cayman Honeymoon
Cayman Destination Wedding Sitelet
Vows: Sitelet
Hot Spot
Vows: Honeymoon
Vows: Wedding
Pirates Week
Skate Cayman With Talent
Skate Cayman
CSS Non Flights
CSS Flights
JazzFest
Worth It
Luxury Worth It
Dive
Dive Contest
Scuba Diving
Multiple creative messages ran during 2009:
• Creative messages did not run simultaneously; Timing is a variable that affects results (not measured)
• Online media buys were buy-managed, optimizing to the best performing placements
• Small percentage of the population clicks on ads; and Back-end conversion or booking data correlated to the online campaigns are not available
• Results good for directional purposes: Campaign results were not statistically valid
Evaluating the Online Campaigns
Standard units: 300x250, top performing size
Creative by Unit Size
Year to-date average CTR is 0.33%. Overall Custom sizes out-performed standard unit
sizes.
Ad Unit Size CTR152x90 4.42%
Newsletter 1.98%Video 1.27%
766x188 1.10%468x60 0.73%Custom 0.64%700x700 0.53%597x239 0.35%450x60 0.28%
180x150 0.22%300x600 0.17%125x125 0.13%234x60 0.13%120x90 0.02%
1000x220 0.00%260x60 0.00%360x90 0.00%990x80 0.00%
195x100 0.00%195x25 0.00%
Grand Total 0.70%
Ad Unit Size CTR300x250 0.22%728x90 0.19%
160x600 0.13%336x280 0.06%120x600 0.06%
Grand Total 0.19%
Custom units: 152x90, top performing size
Creative Message CTR
Vows 0.71%Piratesweek 0.62%Skate Cayman 0.44%Skate Cayman NM 0.32%CSS Non Flights 0.30%
Old World Map - NonSweeps 0.28%Old World Map - Sweeps 0.26%
CSS Flights 0.23%JazzFest 0.22%
Worth It 0.18%
Luxury Worth It 0.09%Grand Total 0.28%
Creative by Message
Vows and PiratesWeek were the top performing creative messages within the Consumer category
Creative by Dive Message
Destination of the Month and Dive Contest were the top performing creative message within the Dive category
Despite Dive Contest producing a slightly lower CTR than Destination of the Month, it
delivered 33% of the overall clicks
Creative Message CTR
Destination of Month 0.42%Dive Contest 0.37%Nirvana 0.25%Worth It 0.16%Piratesweek 0.16%
CSS Non Flights 0.16%Grand Total 0.24%
Thoughts
• Measure campaign effectiveness by:• Message• Unit size• Timing
• Buy-manage to optimize best performing placements
• Drive traffic to relevant information by market segment
• Offer unique information consistent with your brand identity
Center of Marketing ExcellenceTourism Market Research & Consulting
www.marketing.glion.edu
Thank You!