Multichannel strategy for effective event promotion.
250
Tickets sold covering costs
98%
Listen-through rate on AudioGO
1.
Situation
Client's Need for Off-Season Boost
The client, Boar's Head Resort, an award-winning hotel located in Charlottesville, VA, faced achallenge common to many hotel businesses: down seasons with low occupancy rates. To counteract this, they organized weekend events aimed at attracting local vacationers. Aparticular event, 'Bubbles, Brews, and BBQ,' needed promotion to boost off-peak room sales. Boar's Head Resort was in search of effective marketing strategies to reach audiences in nearby drive markets and increase bookings.
2.
Task
Promote Local Vacationer Event
The task was to promote the 'Bubbles, Brews, and BBQ' event effectively to potential customers in nearby driving distance areas. This meant reaching aspecific demographic of male listeners aged 25 to 65+ who were likely to attend the event. The goal was to maximize the number of people attending the event and increase the resort’s bookings during the off-peak season by using an effective marketing mix.
3.
Action
Multichannel Marketing Implementation
Boar's Head Resort utilized AudioGO to create a30-second digital ad spot within 24 hours. They targeted male listeners aged 25 to 65+ in specific locations within driving distance of the resort. The audio campaign was complemented by specifying popular commuting genres like country music and classic rock, and podcast genres such as sports and news. Simultaneously, they ran aFacebook/Instagram campaign targeting alookalike audience. This multichannel approach was designed to effectively engage potential customers across different platforms, maximizing reach and impact.
4.
Result
Significant Increase in Engagement
The combined use of AudioGO and Facebook resulted in asignificant uptick in room nights for the weekend event. Approximately 250 tickets were sold, covering the costs and generating profit. The multichannel strategy led to substantial metrics: AudioGO achieved areach of 20K, 31K impressions, and a98% listen-thru rate, while Facebook/Instagram garnered a55K reach, 89K impressions, and 3,900 link clicks. The combination effectively drove word-of-mouth marketing and ensured high engagement and attendance for the event.
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