By sharing their conversion lift with stakeholders, the DMO was able to prove the economic impact of their campaign. The DMO communicated the incremental rate of conversion during partner meetings such as LPS Partner Forums. This was a meeting in front of hotels, and city level DMO’s within the province.
We also teamed up with a European tourism development agency on a digital advertising campaign to promote several regions in their country.
The business development manager handling the account shared how incrementality reporting contributed to an expansion of the campaign. Proving the direct cause-and-effect relationship between their advertising campaign and increase in revenue piqued the interest of other regions within the country and sparked a collaborative effort between national and local DMOs.
“Thanks to incrementality reporting, we showed that we brought people to the destination who would not have come otherwise. The total budget was a combination between the national DMO and the regional DMOs,” said the business development manager.
Destination Cleveland, the DMO responsible for drawing visitors to Cleveland, has been working with Media Solutions for many years. When our incrementality reporting became available, they saw an opportunity to identify how much of a difference their advertising truly made.
“Incrementality Reporting from Expedia Group Media Solutions is the closest thing to a silver bullet. Understanding the TRUE impact of our media gives us confidence that our marketing works and is making a real difference,” said Colette Jones VP of Marketing for Destination Cleveland.
Destination Cleveland's Incrementality Report showed a fifty percent lift in conversions as a direct result of the ad campaign and a total return on ad spend of more than 75:1. As a result of this success, Destination Cleveland decided to extend their campaign as soon as it concluded.
Why Incremental Results Matter
One of the key benefits of incrementality reporting for DMOs is its ability to spark a virtuous cycle of successful campaigns and increased funding.
Incrementality reporting proves just how well your ads are performing. Demonstrating data-backed success to those with a vested interest in a campaign not only validates an effective marketing strategy, but can secure additional funding. Greater funding, in turn, can provide DMOs the freedom to allocate even more energy and insight toward future campaigns. Incrementality reporting can help a DMO build a positive feedback loop between their advertising outcomes and their stakeholder funding.
To learn more about how incrementality reporting for DMOs, read our whitepaper,