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07 Case Study

Destination Marketing To High Net Wealth Travelers

Influencing Wealthy Travelers

The Destination Marketing Organization:

The destination marketing organization of a luxury beachfront community on the Southeast coast of the US sought travel and hospitality media buying expertise to orchestrate a destination marketing campaign to high net wealth travelers to yield maximum economic benefit to the community. With tourism marketing funded by local resort tax revenues, the success of tourism marketing efforts are, in turn, measured by revenues generated by the resort taxes levied.

Challenge:

Within beautiful travel destinations, competition is fierce. Our challenge was to organize and implement media planning and buying strategy targeting affluent leisure travelers — no easy task in a landscape rife with other locations boasting similar luxury attractions, amenities and activities. 

Insight:

Despite the fierce competition, our destination marketing strategy found efficiencies by highlighting the differentiators unique to this destination. Specifically, we implemented targeting strategies to capitalize on the destination’s exclusivity, including unique features that prove popular amongst diverse audiences across Europe, North and South America.

Solution:

Armed with creative content to tell the destination’s “story,” we developed a comprehensive media planning and buying strategy that precisely and persuasively target wealthy domestic and international tourists. The marketing campaign translated the luxury experiences available unique to the destination, across a diverse range of digital channels including social media programs with notable influencers from across the destination’s primary global inbound feeder markets,  print, and out of home channels.

Initially, language specific digital targeting focused on key, affluent European, and North and South American tourists to establish brand recognition for the destination online, with reinforcement through traditional channels such as inflight print media. With time, our solution evolved to focus on specific offerings within the destination to raise awareness and generate direct additional revenues from the Food & Beverage businesses within the community. Additionally, as new foreign airline routes were established from Turkish and Qatar Airways, Criterion Global capitalized on these new opportunities to build additional in-bound audiences for the destination.

Results:

In a continuing 4+ year relationship with the client, Criterion Global’s work has seen resort tax revenues increase by 25%, with consistent year over year increases. Furthermore, visibility and brand awareness for the destination has measurably increased both site traffic and footfall traffic in the destination. Because of our destination marketing successes, we have seen surrounding DMO’s visibly imitate our marketing approach.

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