• 2.7 Million Digital Ads Seen by Potential Travelers
• 200,000 Completed Video Views within YouTube and Social
• Over 25,000 direct Website Sessions with 27% being return visitors
Users that visited the website directly from the campaign created a 24% Conversions Rate.
Paid Search site traffic had a Conversion Rate 6% higher than Organic site traffic at 40%.
Direct traffic from this campaign made up over 26% of website conversions with 16% of the total direct click conversions consisted of Outbound Partner Hotel Clicks and Booking Engine clicks, and over 5% were website form fills for Visitor Guide and Newsletter.
(Conversions include Booking Engine Click, Outbound Partner Hotel Click, VG Requests, Lodging Pageview, Restaurants Pageview, and Things to do Pageview, Events Pageview, 1+ Minutes on site, 2+ pages viewed.)
The marketing during this time was designed to maintain occupancy through a difficult fall/winter, as well as begin messaging potential travelers on spring/summer travel. From October 2020-February 2021, Visit Beaufort maintained hotel occupancy rates about 2% higher than the state of South Carolina, and 3% higher than the U.S average. The marketing campaign also positively affected spring travelers to Beaufort. April 2021 compared to April 2020 Hotel Occupancy was up 147%, and Vacation Rental Occupancy was up 91%.
On average targeted markets were up 18% sitewide, with over an 8% increase in Booking Engine Referrals YOY.