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Travel & Tourism

Moab Area Travel Council

OVERVIEW:

Like many travel destinations, the Moab Area Travel Council in Utah was looking to boost tourism by increasing awareness and exposure for all the region had to offer. The agency hoped to build a database of potential visitors – a prospect list to which it could send additional information to highlight key attractions – from both Utah and neighboring Colorado.

STRATEGY:

One advantage the Moab Area Travel Council had was Moab’s appeal to nearly all groups. That meant the group’s multi-screen advertising campaign with Comcast Spotlight could focus on different audiences at different times: active males, childless couples and seniors in the early spring; families looking for trip ideas in the late spring and summer; and seniors and “snowbirds” in the fall. With dozens of networks available, that broad mix was achieved through advertising on networks like AMC, CNBC, Discovery, ESPN, ESPN2, FOX News, Golf Channel, MSNBC, National Geographic, TBS, Travel Channel, USA and regional sports network Altitude. Digital marketing included banner advertising on FOXNews.com and Xfinity.com, as well as a sign-in page takeover on Xfinity.com.

SUCCESS:

With a goal of generating interest and leads for prospective visitors, the Moab Area Travel Council multi-screen campaign delivered: in Utah, the campaign generated 423 leads, while an additional 264 leads came from Colorado. Additionally, consumers watched more than 300 cumulative hours of online video about visiting Moab.