The Background

A portfolio of destination hotels headquartered in Western New York offers a selection of distinctive waterfront locations in premium waterfront locations across New York State, including the Finger Lakes, 1000 Islands, and Chautauqua Lake.

The Objective

Use social ads to help maximize interest in shoulder seasons and drive interest in off-peak moments in collection’s peak season.

The Approach

We implemented a combination of Facebook & Instagram ad campaigns focused on cycles of prospecting and retargeting:

• The prospecting phase of the cycle delivered ads to users on Facebook and Instagram whose interests and behaviors matched the destinations we were marketing. This included wine lovers, hikers & bikers, sport fishing regulars, lake loungers, history buffs, and other categories that could be translated into consumer behavior and online engagement via Facebook’s targeting parameters. By showcasing experiences that resonated with each target segment sought to capture the attention (and clicks!) of our intended targets.
  
• The retargeting phase of the cycle delivered ads to the users whose clicks we attracted in the prospecting phase. With those users’ interest confirmed, we followed up with new ads featuring brand building content, promotions, and other timely messages.

The Results

Our ad campaigns returned a positive ROI and generated thousands of social engagements, including hundreds of comments, likes and social shares. These valuable organic endorsements helped create a strong first impression for new users reached via our prospecting strategies.

• 350% return on ad spend
• 8M targeted Facebook & Instagram Users Reached
• Dozens of seasonal messages delivered to targeted consumer niches
• Thousands of social engagements

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