Projects Tourism
‘Visit Lana’: campaign year with resounding success
360° web marketing. 365 days. 100% performance.
The goal: promoting the tourist destination of Lana and Environs using web marketing campaigns and bringing the ‘Visit Lana’ brand to life. The solution: carefully considered topics and destination advertising. The way: step-by-step to success!
Full team power for full success
‘Visit Lana’ is one of our many 360° projects. Our web marketing consultant team values every customer, assisting them with extensive expertise and proactive advice. The WM consultant is in constant contact with the customer throughout the campaign, keeping them up to date with the results and follow-up steps. The operational part is handled by the ADV team, who devise and implement a sophisticated strategy to attain the desired results of the pitch. The ‘Visit Lana’ project achieved several goals: numerous visitors and a great deal of interaction on the tourism portal, community retention through content marketing and social media and generating qualitative enquiries to all member companies.The principle behind
The principle is simple to explain: so-called pull and push actions are performed in each channel. Firstly, visitors who have a need and are willing to interact are ‘picked up’ by SEA. Secondly, visitors who are not yet ready for action have to be addressed and encouraged to interact. This is done via Facebook, Instagram, display advertising and native advertising. The trick?
A carefully thought-out strategy for custom landing pages!
We created several different landing pages for ‘Visit Lana’ in order to guarantee the best possible campaign performance. The landing pages were structured according to accommodation categories and topics. In the summer, we added a video module. Then, we analysed the campaign performance using A/B testing. We defined the style guide together with the customer and adapted it to reflect the corporate identity of the portal page.
Every facility in our tailor-made portal backend that had been specially created for this kind of marketing activities was marked according to accommodation category or assigned to a theme. By doing this, we managed to ensure that each member company only received suitable enquiries. The enquiries received via a specially created form were randomly forwarded to twelve suitable companies. This made it possible to cater for all company categories and generate high-quality enquiries.
Next steps: refocusing, interaction and native advertising
This approach created the basis for an optimal SEA campaign. As part of the re-focusing process, display campaigns with individual banners were shown to users who had already come into contact with the ongoing campaign. An additional goal was to use emotional videos to specifically channel users on the social media platforms. These videos generated numerous impressions, shares, comments and contribution interactions. The users were then shown further posts through systematic target remarketing aimed at accompanying them to the enquiry process. Native advertising was also used. To increase visibility and relevance, our in-house texted articles were placed on portals with the appropriate content. It goes without saying that the target group was clearly profiled.
The bottom line: happy clients and a successful campaign!
We tailor each web marketing campaign to the individual needs of our clients. Reviewing the last joint campaign year with the Lana and Environs Tourism Association, we can report an excellent overall result and, most importantly, a satisfied customer.
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