We’ve just concluded “LA Museum Season,” a cultural tourism travel incentive promotion for the Los Angeles Tourism & Convention Board, and it was a huge success!
From October 7th-November 17th, Leisure travelers who booked two or more hotel room nights received a special voucher for FREE admission and special store discounts to more than two dozen of LA’s leading museums—a value of up to $500. We couldn’t be more proud of the event – from the name and creative treatment that our amazing creative team developed – to the stellar results our traditional print and digital campaign garnered.
This year, we built both print and highly varied digital creative, focusing on specific targeting. We conducted thorough testing of our methods, and optimized the campaign every step of the way. Working with our media partner Initiative Media, we were able to track and optimize our results by creative execution and by media to ensure the most efficient spend.
Our campaign generated millions of impressions – and almost double the average industry click through rate at .13%. We saw overall increases in CTR performances across all call-to-actions, with our mobile call-to-action “Learn More” at an impressive 1.50%. CPC rates greatly improved for both desktop and mobile media, with desktop seeing the largest decrease of 69% and mobile 49%.
More importantly – the campaign resulted in the most important metric we measure: INCREMENTAL visits to Hotels in Los Angeles: we saw nearly 4000 hotel rooms booked as a result of the promotion.