cayman islands 2009 banner advertising campaign short case study dr. david horrigan glion institute...
TRANSCRIPT
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Cayman Islands’2009 Banner Advertising Campaign
Short Case Study
Dr. David HorriganGlion Institute of Higher Education &
LRG University of Applied Sciences
IOETI
2nd Online Tourism Marketing Conference
El Gouna – Red Sea, Egypt
December 15, 2009
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Agenda
• Interactive Advertising Goals
• 2009 Banner Advertising Campaign Examples
• Campaign Evaluation
• Lessons Learned
• Relevant and Unique Website
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Brand Identity
Brand Feel
“Soul”
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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
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Striking the right balance online
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2009 Banner Advertising Campaign
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Creative Campaigns by Message and Unit Size
Vows
Pirates Week
Skate
CaymanSummer Splash
(CSS)
Jazzfest
Worth it
Dive
Brand Identity = Soul
Soul of the island
Soul of its people
Contests & Sweepstakes
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Vows: Romance
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7 Mile SweepsHoneymoon Sweeps
Vows: Romance Sweepstakes
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Cayman Honeymoon
Cayman Destination Wedding Sitelet
Vows: Sitelet
Hot Spot
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Vows: Honeymoon
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Vows: Wedding
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Pirates Week
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Skate Cayman With Talent
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Skate Cayman
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CSS Non Flights
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CSS Flights
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JazzFest
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Worth It
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Luxury Worth It
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Dive
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Dive Contest
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Scuba Diving
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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
Evaluating the Online Campaigns
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Standard units: 300x250, top performing size
Creative by Unit Size
Year to-date average CTR is 0.33%. Overall Custom sizes out-performed standard unit
sizes.
Ad Unit Size CTR152x90 4.42%
Newsletter 1.98%Video 1.27%
766x188 1.10%468x60 0.73%Custom 0.64%700x700 0.53%597x239 0.35%450x60 0.28%
180x150 0.22%300x600 0.17%125x125 0.13%234x60 0.13%120x90 0.02%
1000x220 0.00%260x60 0.00%360x90 0.00%990x80 0.00%
195x100 0.00%195x25 0.00%
Grand Total 0.70%
Ad Unit Size CTR300x250 0.22%728x90 0.19%
160x600 0.13%336x280 0.06%120x600 0.06%
Grand Total 0.19%
Custom units: 152x90, top performing size
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Creative Message CTR
Vows 0.71%Piratesweek 0.62%Skate Cayman 0.44%Skate Cayman NM 0.32%CSS Non Flights 0.30%
Old World Map - NonSweeps 0.28%Old World Map - Sweeps 0.26%
CSS Flights 0.23%JazzFest 0.22%
Worth It 0.18%
Luxury Worth It 0.09%Grand Total 0.28%
Creative by Message
Vows and PiratesWeek were the top performing creative messages within the Consumer category
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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
Creative Message CTR
Destination of Month 0.42%Dive Contest 0.37%Nirvana 0.25%Worth It 0.16%Piratesweek 0.16%
CSS Non Flights 0.16%Grand Total 0.24%
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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
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Center of Marketing ExcellenceTourism Market Research & Consulting
www.marketing.glion.edu
Thank You!