Attracting out of town visitors during off-season
Visit Omaha, a destination marketing organization, wanted to reach visitors during the city’s off-season and attract them to the area. Epsilon helped to evaluate their traditional audience markets and serve eye-catching creative to boost visitation during winter months, resulting in a strong revenue and community impact from over 14,500 new tourists.
In measured spend
visitors to Omaha from January to March
Analyzing “drive markets” to find the right tourists
Epsilon and Visit Omaha decided on a year-round campaign that started in January, allowing the winter months to serve as a test and learn period. In order to determine the best strategy for reaching individuals with the highest probability of choosing Omaha as their next winter getaway, the campaign began by assessing and analyzing the best “drive markets” (locations from which Omaha is within reasonable driving distance) like Kansas City, Des Moines, Sioux Falls.
When it came time for campaign activation, Epsilon leveraged our 200M+ consumer profiles and rich reservoir of transaction-based data to enable Visit Omaha to reach the right customers online. We modelled high-yielding past visitors and current traveler sentiment, serving potential tourists eye-catching creative display, mobile rich media, and personalized pre-roll video ads. Then, we measured the amount of money spent in market by users targeted by the Visit Omaha messaging.
Epsilon’s Net Economic Impact (NEI) Solution was especially helpful for Visit Omaha once those tourists arrived in town. NEI goes beyond analyzing hotel and airline bookings alone, and provides a full understanding of which digital marketing works best in each market, and how much visitors spend across key categories like restaurants, shops, gas stations and more—which they could then report back to city officials.
While attracting new visitors to an area during the “slow” season presents its own set of unique challenges, Epsilon and Visit Omaha were able to forge a unique strategy that better identified and tracked customers, while proving real-world revenue impact on their beloved city.
With Epsilon we can be nimble and very flexible in our messaging.Deborah Ward, Vice President of Marketing & Communications, Visit Omaha