With its sandy beaches and turquoise waters, Cancun has long been a dream destination for the sun chaser, and often the spring breaker. To show that the destination has so much more to offer for travelers of all types, the Cancun Convention & Visitors Bureau (CVB), the destination marketing organization (DMO) for Cancun, partnered with Expedia Media Solutions to launch an integrated and multi-channel campaign. “Discover Cancun” showcases the cultural, archaeologic and adventurous experiences available to travelers.
Highly visual display advertisements on Expedia.com, Travelocity.com and Orbitz.com led users to an interactive microsite, available across multiple platforms, which featured beautiful imagery of Cancun, information on destinations and activity ideas for visitors. The microsite featured a trip builder functionality where users can make selections to build their ideal trip, like how long they are planning on spending in Cancun, who they are traveling with, what type of vacation they are seeking and more. With each choice selected on the trip builder, the microsite updates in real-time to feature recommended activities from jetpack flights and hover board trips for the adventurous traveler, to horseback riding on the beach and spa selections for the person looking for relaxation.
In addition to the interactive microsite, social media was key to influence travelers to visit Cancun. The Travelocity Roaming Gnome took a trip to Cancun, documenting his four-day journey from Puerto Morelos to Isla Mujeres on Instagram and Twitter (@RoamingGnome), in addition to Travelocity’s social platforms. The Gnome explored the waters surrounding Cancun via yacht and was wined and dined at local spots, while garnering over 91,000 engagements and over 750,000 impressions.
The multi-channel approach, which was targeted to travelers in the U.S., coupled with the interactive microsite, social media integration, and exclusive hotel deals, was a huge success for the Cancun CVB, resulting in an overall 110:1 return on advertising spend and nearly 20 million impressions.
We had the pleasure of presenting Discover Cancun with our annual partner award for LATAM Mexico Campaign of the Year at Tianguis Turistico earlier this week.