Kelly Scott MadisonMiami Movements
INDUSTRY:
Travel and Tourism
PROJECT:
MiamiMovements.com Visitor Micro-Site
Objective
The Miami Convention and Visitors Bureau wanted to spread the word about its rich cultural attractions and convince young cultural influencers that Miami is a top destination for art, food, wine and music.
Challenges
- Combat the sentiment that Miami is only a destination for nightlife
- Design unobtrusive methods to build a target market database for future relationship-building
Strategic Approach
KSM and its agency partners created and raised awareness for Miamimovements.com, a branded micro-site featuring information on Miami arts and entertainment. Additional program initiatives included:
- Traditional:
- Launched highly-targeted beauty, fashion and cultural magazine ad schedule with prime positioning to maximize high profile awareness
- Negotiated added-value parties and events in conjunction with magazine placements to further promote Miami Movements website
- Digital:
- Employed a custom-built ad network and ran display advertising on key destination sites that target food and cultural aficionados
- Increased frequency on key magazine partner websites to complement the offline magazine schedule
- Engaged influential bloggers to write about Miami trips
Results
The campaign results exceeded expectations:
- Overall site visits beat the desired target goal by 28 percent
- Total registered users exceeded the desired goal by 24 percent
- Cost-per-acquisition goal was delivered at a level that was 26 percent less than anticipated
