Best Regional Online Campaign

This online campaign for non-profit Greater Miami CVB was fully funded by co-op advertising. Media components included permission emails, online travel sites, network banners and search. Results exceeded goals - over 18.5 million impressions, an open rate of 54%, click-through rate of over 12% for permission emails, and collected some 11,000 new opt-ins to the database. The campaign targeted Florida drive-in markets for Miami (at a time when gasoline and airline tickets where high) to:

1) Brand Miami for summer family vacations,
2) Encourage vacationers to travel in-state (rather than out of state) to Miami and book hotel rooms.
3) Collect new opt-ins to database.

Contributors:

Sr VP Marketing & Tourism:	Rolando Aedo
Website Dev & Interactive Mktg:	Andy Hoffman
Senior Client Partner:	Johnathon Concklin
Dir Technology & Creative:	Cliff Ward
Web Developer:	Gilbert Cantu
Interactive Media Director:	Ross Ramon
VP Client Services:	Cam Jensen Campbell

USDM.NET

Location: USA