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Overview

This Caribbean destination partnered with Expedia.co.uk to create a cobranded social media campaign that resulted in a 294% lift in package bookings.

The Opportunity

The Bahamas Tourist Office had developed a marketing campaign to promote its many diverse islands. One of their videos focused on some of the unusual experiences visitors could enjoy in a set of islands known as The Exumas, in this case swimming with pigs (or watching pigs swim)! Expedia.co.uk & The Bahamas saw this as a perfect opportunity to build awareness through a unique social campaign around this unique destination attraction. 

The Solution

Expedia Media Solutions worked with the Expedia. co.uk brand team to tie in The Bahamas Tourist Office video content to the “Travel Yourself Interesting” Expedia.co.uk campaign. 

To build upon the buzz created by the TV ads, Expedia Media Solutions worked with the social team to create a competition targeting two European markets: Germany and the UK, based on their interest in the destination. The winner could win a trip for two to stay at Sandals Emerald Bay Golf, Tennis, Spa Resort, organised by the Bahamas Tourist Office, to experience swimming with pigs in The Exumas. 

The Results

More importantly, it demonstrated a direct correlation between social activity and increased hotel/package sales.

“I thought it would take more time, but I saw the results immediately. Room nights went up and so did the ROI. Day by day I can see that more people are visiting online so they also are stimulated to buy.”

Yesenia Gonzales, Res & Rev Manager, Hotel Mercure Comercial

During the 2-week campaign period the uplift in standalone hotel and package bookings from the UK was substantial:

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+664%
UK Standalone Hotel Bookings
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+294%
UK Package Bookings

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