KING OF PRUSSIA, PA--(Marketwired - May 29, 2014) - A well-executed digital ad campaign can persuade more people to visit a destination. That's the finding of a recent case study by PointRoll and Fahlgren Mortine, which examined a campaign the two agencies ran for Panama City Beach Convention and Visitors Bureau.
The campaign, a unified rich media brand experience, ran across smartphones, tablet, and desktop. PointRoll provided cross-screen best practices, guidelines, and strategy to ensure the correct execution of every creative. The creative was continually optimized against up-to-date industry benchmarks to lift and improve campaign performance.
"This campaign brought us new visitors, which is exactly what we wanted," said Susan Estler, VP of Marketing for the Panama City Beach Convention and Visitor's Bureau. "Bed-tax revenue was up more than 8% over the previous year, and our social following -- Facebook, Twitter, Pinterest, Instagram and YouTube -- continued to increase year over year."
Positioning Panama City Beach as a laid-back, fun destination where people can be themselves, the campaign drove a total of 108,734 website visits and 7,558 sweepstakes entries. Most importantly, though, it drew more people to Panama City Beach.
"We enjoyed working with Panama City Beach CVB and PointRoll to create an engaging brand experience," said Fahlgren Mortine VP and Account Director Jeff Scott. "The combination of video and in-ad games drove even better results for our client than we had hoped."
"Data-driven creative has become the foundational element of digital communications, generating real results," said PointRoll VP of East Coast Sales Bob Shaffer. "We could not be happier that we've been able to help Susan and her team to deliver on their goal of bringing more people to their beautiful destination."
This story appeared first in MediaPost.
Since 2001, PointRoll, a Gannett Company (NYSE: GCI), has transformed the way advertisers, agencies and publishers create, manage and deliver the most effective digital advertising. Today, PointRoll provides advertising innovations across the many screens of video, mobile, desktop and social while offering a unique strategic creative perspective. With core technology in both multi-screen delivery and data driven creative and an industry leading dynamic creative optimization (DCO) offering, PointRoll enables advertisers to effectively connect and convert consumers through highly engaging and relevant ad experiences. For more information, visit http://www.pointroll.com or follow us @pointroll.