At a Glance
Visit Vancouver WA used Performance Display and market-specific creative to reach prospective travelers in Seattle and Los Angeles, increasing website engagement and the number of visitors taking meaningful action.
65%
increase in display conversion rate
46%
increase in display engagement rate
27%
increase in key website events from display
56%
increase in paid-search conversion rate
The Challenge
Visit Vancouver WA wanted to strengthen awareness and consideration among prospective travelers in Seattle and Los Angeles. The destination identified both cities as key feeder markets, which was confirmed through Placer.ai visitation data.
The goal was to reach prospective travelers in these validated markets and inspire them to take meaningful action on the Visit Vancouver WA website.
Our Approach
Advance Travel & Tourism developed a Performance Display strategy focused on reaching relevant travelers within each priority market.
The campaign uses different creative for Seattle and Los Angeles, highlighting the experiences most likely to appeal to travelers in each location. Creative is refreshed regularly to maintain attention and relevance while the investment and targeting remain consistent.
The strategy has performed reliably enough that Visit Vancouver WA has continued using the same investment and targeting approach across three consecutive years while evolving the creative.
The Results
Key website events included visitor guide requests, newsletter sign-ups, partner referrals and sessions in which users viewed at least three pages.
Paid-search conversion also increased during the same period. While that lift cannot be attributed solely to Performance Display, it provides an additional signal of stronger intent among travelers actively searching for the destination.
During the most recent 12-month period, Visit Vancouver WA saw stronger engagement and conversion activity from display traffic:
Why it Works
The campaign prioritizes meaningful traveler action alongside reach. Audience targeting helps Visit Vancouver WA connect with prospective visitors in two validated feeder markets, while market-specific creative gives travelers in each location a relevant reason to consider Vancouver.
Regular creative rotation keeps the campaign fresh while preserving the investment and targeting strategy that has performed consistently. The result is a durable approach that continues to generate stronger engagement and more valuable website activity.
“As a Destination Marketing Organization, we invest so much money into our website to be the source of knowledge for all things Vancouver WA, but what good does it do if people aren’t finding it? This campaign with Advance Travel and Tourism drives 80K-100K visitors to our website from our top drive and fly markets for overnight visitation, and they are engaging with the content, which is even better. The team is great to work with and wants to see the campaign succeed just as much as we do.”
ERICA LINDEMANN
Director of Marketing & Communications
Visit Vancouver WA | Direct: 564.544.5435
elindemann@VisitVancouverWA.com | VisitVancouverWA.com
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