We are excited to announce that the Hospitality Sales & Marketing Association International (HSMAI) recognized our campaign for Visit Park City with a Gold Adrian Award for Meetings Marketing excellence. The Adrian Awards competition is the largest and most prestigious competition in the advertising, public relations and web marketing fields for the hospitality industry.
This year’s competition attracted more than 1,300 entries from around the world, and entries were judged by experts in the hospitality, travel, tourism and media industries. Park City will be honored at the Adrian Awards Gala on Feb. 16, at the New York Marriott Marquis.
In order to gain traction for Visit Park City’s meetings services, we set up a lead-generating landing page that promoted the incentives and benefits of planning a meeting in Park City, Utah. These benefits (below) featured the top reasons a meeting planner chooses a destination. The landing page also housed compelling visuals from the destination, showcasing why Park City is the ideal mountain meeting location.
- Park City is located just 35 minutes from Salt Lake International Airport.
- There are over 30 meeting and convention properties located in Park City.
- Park City boasts a wide variety of pre-and-post meeting activities, so there’s always something to do.
- Meeting planners receive up to $500 toward a site visit when they consider Park City for a specific meeting.
To increase leads, Visit Park city offered meeting planners the incentive to win an Apple Watch when they signed up for more information on Park City. The campaign qualified leads by asking such questions like meeting size and when they were planning their next meeting.
We utilized meeting and convention planner audience lists to show targeted display ads and placed ads directly on meeting focused sites like MPI and Smart Meetings. The different campaigns generated enough interest that the majority of leads either searched for the campaign or directly typed the URL before converting into a lead.
We used Facebook advertisements to target meeting planners throughout the United States. After setting up the initial Facebook campaign, we set up a retargeting Facebook campaign that targeted our email list of meeting planners.
The Facebook campaign led to the following results:
- 41,590 impressions
- 2,045 clicks
- 4.87% CTR
We incorporated the campaign into the sales team’s tradeshow marketing and client event activities in order to have a fully integrated campaign.
The visual appeal of the campaign and the destination itself, combined with the focus of benefits of choosing Park City as a meetings destination, resulted in an award-winning campaign for Visit Park City.