Our happy, long-term, client has increased market share for the past 2 years and wanted to continue growth in 2021-22. Two neighboring, more well-known destinations are huge competition. The CVB has maintained a successful long-term strategy with regular optimizations to reach anyone researching Smoky Mountain travel and tourism destinations in the area.
Over the course of 3+ years of service, MediaOne has run a holistic, end-to-end campaign strategy to own the Smoky Mountain travel planning. Through the pandemic, we quickly adjusted strategy to account for people looking at cabins and outdoor activities then going back to hotels and resorts. Custom first party audiences, monthly flowcharts, Google Analytics goals, personalized creative all drive the campaign with a methodical approach to analyzing data to perform hundreds of optimizations. Tactics consist of programmatic native & display on all screens, content development, video, SEM and delivering a monthly email newsletter.
Constant improvement as we learn more and optimize based on data. One key measurement has been the STR report. Through April 2022, reports in various time frames show our Smoky Mountain client as the top occupancy rate destination of them all.
Chart below shows the past 2 July’s along with the most recent month of April 2022. Occupancy rates have been very strong in the three neighboring destinations, but led by our client.