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Cayman Islands’ 2009 Banner Advertising Campaign Short Case Study. Dr. David Horrigan Glion Institute of Higher Education & LRG University of Applied Sciences. IOETI 2 nd Online Tourism Marketing Conference El Gouna – Red Sea, Egypt December 15, 2009. Agenda.

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cayman islands 2009 banner advertising campaign short case study

Cayman Islands’2009 Banner Advertising CampaignShort Case Study

Dr. David Horrigan

Glion Institute of Higher Education &

LRG University of Applied Sciences

IOETI

2nd Online Tourism Marketing Conference

El Gouna – Red Sea, Egypt

December 15, 2009

agenda
Agenda
  • Interactive Advertising Goals
  • 2009 Banner Advertising Campaign Examples
  • Campaign Evaluation
  • Lessons Learned
  • Relevant and Unique Website
cayman islands interactive advertising goals
Cayman Islands’Interactive advertising goals
  • Generate awareness for the brand, as well as seasonal promotions
  • Encourage online booking, driving traffic to Cayman website, wholesalers and private sector partners
  • Maintain share of voice in an increasingly crowded platform
  • Be relevant and consistent to the brand
creative campaigns by message and unit size

Vows

Pirates Week

Dive

Skate

Jazzfest

Worth it

Cayman

Summer Splash

(CSS)

Brand Identity = Soul

Soul of the island

Soul of its people

Contests & Sweepstakes

Creative Campaigns by Message and Unit Size
slide9

Vows: Romance Sweepstakes

Honeymoon Sweeps

7 Mile Sweeps

slide10

Vows: Sitelet

Cayman Destination Wedding

Sitelet

Cayman Honeymoon

Hot Spot

slide24

Evaluating the Online Campaigns

  • Multiple creative messages ran during 2009:
    • Creative messages did not run simultaneously; Timing is a variable that affects results (not measured)
    • Online media buys were buy-managed, optimizing to the best performing placements
    • Small percentage of the population clicks on ads; and Back-end conversion or booking data correlated to the online campaigns are not available
    • Results good for directional purposes: Campaign results were not statistically valid
creative by unit size
Creative by Unit Size

Custom units: 152x90, top performing size

Year to-date average CTR is 0.33%. Overall Custom sizes out-performed standard unit sizes.

Standard units: 300x250, top performing size

creative by message
Creative by Message

Vows and PiratesWeek were the top performing creative messages within the Consumer category

creative by dive message
Creative by Dive Message

Destination of the Month and Dive Contest were the top performing creative message within the Dive category

Despite Dive Contest producing a slightly lower CTR than Destination of the Month, it delivered 33% of the overall clicks

thoughts
Thoughts
  • Measure campaign effectiveness by:
      • Message
      • Unit size
      • Timing
  • Buy-manage to optimize best performing placements
  • Drive traffic to relevant information by market segment
  • Offer unique information consistent with your brand identity
slide33

Center of Marketing Excellence

Tourism Market Research & Consulting

www.marketing.glion.edu

Thank You!