Houma Area Convention & Visitors Bureau
Boosting Tourism
Objective
Promote Houma, Louisiana as one of only 50 geocaching tours available in the world.
Challenge
Understand the niche geocaching community and how to efficiently and effectively reach them with our message.
Solution
Innovative developed a unique geocaching identity that aligned with the Houma Area Convention and Visitors Bureau (HACVB) core brand.
- Design a GeoCoin that would be coveted by Geocachers to help boost interest in Houma’s GeoTour.
- Built a responsive microsite (GeoHouma.com) that included general information about geocaching, frequently asked questions, instructions, game board download and an opportunity for visitors to share their experiences and photos. The site also directed visitors to access HACVB’s main website to book a stay and learn about all Houma has to offer.
- Created and placed a social and online display campaign utilizing key interest and behavior targeting. All ads were crafted and executed in a way that was specific to the platform in which they ran. To optimize campaign performance and determine creative effectiveness, ads were A/B tested to discern which message yielded the highest conversion.
- Designed a postcard for distribution at HACVB’s visitor center, industry conferences and events. The postcard promoted awareness of Houma’s GeoTour to new potential audiences and drove traffic to the microsite.
Services Used
Promotional Materials, Advertising Design, Digital Strategy, Website Development, Collateral Development, Copywriting and Research & Analytics
Result
The digital campaign delivered 8 million impressions, generating over 51,000 clicks to the microsite. The campaign also outpaced the industry benchmark for each ad platform. Specifically, Facebook and Online advertising performed 395% and 86% above the travel industry benchmark respectively.
