Developing a Perception-Bending Campaign & Creative to Drive Meetings Business for Daytona Beach Area CVB

We’re diving into the campaign and creative that helped generate interest and new group business for the Daytona Beach Area Convention & Visitors Bureau—all supported by digital storytelling through content, design, media and sales activity.

Staffmember

Author: Melanie Schultz

THE NEED

The Daytona Beach Area Convention & Visitors Bureau needed a meetings marketing agency to provide an effective and strategic approach to bring more group business to the destination. They needed an agency that would:
• Leverage the destination’s brand for meeting planners & sports organizers with a digitally-focused campaign
• Elevate Daytona Beach to reach new planner audiences and showcase how the destination and its product have evolved to attract a higher ROI group clientele
• Position the destination effectively across digital channels to ensure it is competitive with tier 1 and tier 2 destinations pursuing the same group size post pandemic
• Highlight new and renovated group product

Ask, and you shall receive…

THE PARTNERSHIP

Digital Edge honed in on developing an awareness-focused strategy to showcase the meetings package first and foremost, followed by the destination’s appeal. Utilizing the Daytona Beach existing brand assets, voice and tone, we developed a hyper-focused spin to message the meetings product. We ensured the campaign elements screamed ‘Daytona Beach’ and showed the destination’s overall evolution, especially for hosting meetings and events having equal or more product to offer groups compared to other high-tier destinations.

THE CAMPAIGN

Awareness Campaign 2021-2022

You've Grown Up. So Have We.

  • For digital media creative, we A/B split tested banners on Facebook and Google to determine which headline messaging resonated most with the audience.
  • For April/May, we tested three different variations
  • For June, we tested the top two performing banner sets
  • From July onward, we ran the the winning banner/headline, and then incorporated fresh imagery to have different iterations to rotate to prevent ad fatigue
  • With an average 1.35% CTR, the “You’ve Grown Up, So Have We” banners outperformed the other ad sets

PROJECT HIGHLIGHTS

  • Always-On, Fully Integrated Digital Media Program for Campaigns
    • Social, Display, Retargeting
  • Highly-Targeted Email Marketing
  • Trade Show Email Communications
  • Website Audit & Strategy
  • Content Marketing Program with Prioritization of Page Importance
  • Attribution & Reporting
  • Customized Virtual Sales Kit & Collateral

ASSET & DELIVERABLE HIGHLIGHTS(12 months)

  • 2 Design Packages
  • 13 Meetings and Sports Emails to Date
  • 16 Social Distribution Posts
  • 11 Pieces of Meetings Website Content
  • 1 In-Market Photo & Video Shoot
  • 1 Meetings Website Audit and Strategy
  • 1 Customized Virtual Sales Kit
    • Included: 1 Sales Presentation, 4 Fact Sheets, 2 Dedicated Emails in CRM

Key Metrics

1,711,542

Total Media Impressions

7,322

Campaign Landing Page Sessions

2,887

Meetings Site Pageviews from Digital Edgeʻs Landing Pages, Emails & Paid Social

70.54%

Increase in New Users to Meetings Site YOY

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