This campaign used a full-funnel marketing approach with a focus on targeted messaging tailored to Corpus Christi's main audience categories. These four audience categories were formed through research of demographics, behaviors, and positions within the purchase path (new customer prospecting, building consideration with those that have the intent to travel, and/or driving conversions). This full-funnel approach utilized channels with increased engagement and ensure the investment levels engage with travelers that have a higher propensity to stay longer and explore more of Corpus Christi.
By using an always-on approach that engages with customers no matter what the season, this campaign included curated content partnerships and custom content that told a deeper Corpus Christi story. This approach inspires potential visitors to learn more about Corpus Christi offerings and ultimately plan longer trips. The always-on approach is used across several channels, with seasonal additional channels added throughout the year. The higher investments in this campaign are placed in paid search and paid social, as well as a higher focus on engagement-driven media such as CTV and Video, https://drive.google.com/file/d/1bdZXJINBHzxe_rRnr....
The methods for evaluating success range across the funnel. At the top, we looked for reach/impressions and brand awareness through sentiment and brand lift studies. We also looked for net new customers, website visits, and video completions through Corpus Christi’s owned media. As we moved through the funnel we looked for partner referrals, trip ideas, site engagement, CPE, rich media interactions, campaign learnings, and qualified leads. These all ultimately lead to an increased number of bookings, economic impact, and ROI.
The success of Visit Corpus Christi’s full-funnel integrated marketing campaign was measured against our goals for impressions, total engagements, CPE, and total inquiries. Due to our media efficiencies and targeting, CPE is surpassing our campaign goal by being $0.04 more efficient than originally planned and garnering 4.9 million engagements, pacing well inline with our EOY goal. We have delivered 43.7 million total impressions during this time period with our campaign advertising. Our CPE and engagement goals are on track due to a mix of strong targeting, engaging creative messaging/units and robust content for viewers to dive into on the Visit Corpus Christi website.
Over the course of this campaign, paid social has raised awareness and driven traffic to the Visit Corpus Christi website. Meta was able to generate 42,409,412 impressions at an average CPM of $3.19 which is more efficient than the industry average of $10. This also significantly outperformed last year's performance of a CPM of $9.71, and in turn increased impressions by 163% YOY.Project Costs:
N/Awww.visitcorpuschristi.comIn-house or Agency: