A regional tourism board partnered with Varick to promote travel bookings for their beach town and discover new audiences.
Cross device retargeting engaged prospective tourists minutes after they left the client’s website.
Showcased highlights of the beach town’s scenery and activities using Facebook Carousel units.
Data analysis revealed that Empty Nesters were visiting the client’s site far more often than the original Millennial targeted audience, and campaign delivery was optimized to reach them.
3rd Party Audience data uncovered deeper insights on the new targeted audience, including a heavy interest in hiking, golfing and equestrian.
50% lower CPA and a 40% higher CTR than client’s campaign goal
2.5x greater site visitation from newly discovered Empty Nester Audiences than original Millennial Audiences
Retargeting to mobile devices drove the highest level of campaign engagement
Digital Marketing Director