Armed with creative content to tell the destination’s “story,” we developed a comprehensive media planning and buying strategy that precisely and persuasively target affluent domestic and international travelers. 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.
Capitalizing on Opportunities
As new international air carriers such as Turkish and Qatar Airways opened new routes, Criterion Global capitalized on these new opportunities to build additional in-bound audiences for the destination.
In 2017, a Category 4 Hurricane struck competing destinations. While the destruction cause $50B in total property damage, it also created an opportunity for our luxury travel audience. Swift efforts allowed us to gain consensus for a shift in media tactics, which ultimately led to a +16.4% increase in YOY resort tax revenues between 2017 and 2018.
Destination Marketing Organizations are living, breathing things. Success is impossible without consensus on strategic direction. In addition to its subject-matter expertise in global media buying, Criterion Global is versed in presenting to the needs of committees and stakeholders in the political organizations driving DMO decisioning. In our experience, a collaborative relationship and rapport is essential to winning the buy-in and endorsement of key constituencies within any DMO.