Visit Anaheim, the tourism board for the city of Anaheim, California, wanted to increase room nights and revenue for their city’s hotels, as well as increase awareness and ticket sales for Disneyland during the slower summer months. Through a two-phase campaign featuring Display advertising, TravelAds sponsored listings, and email promotions, they were able to highlight some of their city’s most captivating aspects, including Disneyland Resort, and secure an increase in visitors and revenue.
Visit Anaheim’s mission is to “promote Anaheim and maintain its status as a leading destination for conventions, meetings, and vacations” as well as “inspire and delight the imagination of every visitor.” The tourism board wanted to address the slight slow of visitors they had seen during the summer months. They knew that by showcasing the powerful appeal of Disneyland Resorts, they could help counteract the previous year’s summer dip in visitors. It was simply a matter of connecting with a highly qualified travel audience in an effective way.
In collaboration with Expedia Group Media Solutions, Visit Anaheim chose to launch a summer campaign for the purpose of increasing ticket sales to Disneyland Resort and increase awareness of Disneyland and Anaheim as a whole. Using a number of digital marketing solutions, the campaign showcased summer activities and entertainment, with a special emphasis on Disneyland Resort.
Following the campaign’s launch, Visit Anaheim wanted to take the campaign a step further by inviting hotels to join in on the collaboration. As hotels joined, Visit Anaheim’s existing summer campaign was transformed into a dynamic Co-Op campaign designed to increase room nights for participating Anaheim hotels. The benefits of being a featured hotel included guaranteed first page exposure, higher page placement, and custom text, image, and deal tags.
The campaign drove a significant increase in Anaheim room night demand in June, July, and August. The first phase of the campaign drove an over 7 percent year over year (YOY) increase in gross booking demand and an over 8.5 percent YOY increase in room night demand. The second, Co-Op phase of the campaign drove a 29 percent YOY increase in gross booking demand, and a 29 percent YOY increase in room night demand.
The summer campaign also helped increase awareness of the city of Anaheim and Disneyland Resort. The first phase of the campaign saw over 5 million impressions, while the second phase saw over 4.5 million impressions.
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