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Cases

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%

CAMPAIGN HIGHLIGHTS

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Atlantic Link Is a Proud Member Of

DBTA
Danish Business Travel
Association

Discover America
Nordic

IAGTO
International Association
of Golf Tour Operators

PATA
Pacific Asia Travel
Association

SBTA
Swedish Business Travel Association

Travel Agency Association
(Scandinavia)

Travel Writers Association
(Scandinavia)

USTA
U.S. Travel Association