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Category:
Strategy, Marketing

Philadelphia Convention & Visitors Bureau

AWARENESS CAMPAIGN FOR PHILADELPHIA WITH EXPEDIA GROUP

OBJECTIVES

USA is the number one long-haul destination for Scandinavians, however Philadelphia’s share of visitors from this region is relatively small compared to competing destinations and is decreasing. The strong demand for the U.S. presents an opportunity to increase the awareness of and bookings to Philadelphia.

APPROACH

Atlantic Link partnered with Expedia Group with the objective to increase awareness of Philadelphia as well as room night bookings. To reach these objectives a campaign was launched on Hotels.com in Denmark and Sweden, as the two markets had highest potential for growth in Scandinavia. To increase awareness and bookings the campaign focused on targeting users who actively searched competitive destinations as well as users who had shown interest in Philadelphia but have not yet booked.

RESULTS

Targeting, awareness marquess, and conversion driven placements increased awareness and bookings for Philadelphia during the campaign period:

Total visitors to Philadelphia increased during the campaign period by 19.3%
Total room nights booked in Philadelphia increased during the campaign period by 14.6%
Searches for Philadelphia increased during the campaign period by 13.1%

DISCOVER PHILADELPHIA

CAMPAIGN HIGHLIGHTS

Immersive imagery and inspirational copy

Landing pages in local languages was designed to inspire users to book. Highlighting the accessibility with one-stop connections from Denmark and Sweden, Philadelphia’s central east coast location only 1,5 hours from NYC as well as Inspirational content about the culture and heritage and ‘must dos’ intrigued users to consider the destination for their next American adventure.

Bookable hotel deals

Once intrigued by Philadelphia, bookable hotel offers were featured on the landing pages to convert users. During the campaign period we saw an increase in room nights booked via Hotels.com by 14.3%.