Situation
Visit KC wanted to encourage visitors to the city to explore more, so the DMO partnered with nine KC attractions to raise awareness of the variety of activities available through a unified co-op campaign. Using brand messaging, the campaign sought to highlight community partners and maximize the tourism impact on KC. As Visit KC’s programmatic advertiser, we sought to drive engagements, inquiries and website visitation from targeted, specific traveler audiences within key U.S. cities.
Action
We devised a programmatic media strategy to geotarget key locations with high-impact display formats to drive traffic to Visit KC’s and its co-op partners’ websites. Leveraging custom-made MMGY Terminal audiences, we activated precision strategies
using affinity, in-market, category and demographic targeting as well as retargeting tactics. Our goals for this campaign were a cost per engagement (CPE) of $5 and a cost per inquiry (CPI) of $60.
The Results
Visit KC and its co-op partners outperformed every primary and secondary campaign goal. Our highly tailored campaign delivered a CPE of $1.75 and a CPI of $34.52. The campaign drove over 33,000 qualified website leads for Visit KC and its co-op partners.
2.9x
CPE Goal exceeded
1.7x
CPI Goal Exceeded
33K+